Wang Cheng, Cui Wenjing, Zhang Yating, Shen Huawen
Business School, Nanfang College Guangzhou, Guangzhou, China.
College of Geosciences and Tourism Management, Hanshan Normal University, Chaozhou, China.
Front Psychol. 2022 Jul 22;13:912177. doi: 10.3389/fpsyg.2022.912177. eCollection 2022.
Social media had made significant effect on the tourism and hospitality industry. Among diverse types of social media platforms, short video apps (SVA) represented by TikTok or Douyin had brought great changes to the tourism industry. As new mobile technology platform, short video apps had changed the way for user to obtain travel information, make traveling plans and share the travel experience. Considering the new technology of SVA and the influence in tourism, this research aims to explore the SVA users' behavior intentions and the adopting of SVA for making travel decision. Therefore, the new SVA-TAM model is proposed based on the technology acceptance model (TAM), including two new variables: electronic word of mouth (eWOM) and electronic trust (eTrust). An online survey was conducted to short video apps users. PLS-SEM was implemented for data and structural equations analysis of the final obtained 302 samples. In terms of the relationship between variables, this study found that user perceptions of SVA on usefulness and ease of use are powerful predictors of attitudes toward using SVA for travel planning, which maintains consistency with the outcome of previous TAM studies. Additionally, eWOM and eTrust positively influence user attitudes toward using SVA for travel planning even for destination decisions. Therefore, the short video apps should be taken into consideration for tourism marketing and destination branding owes to the effect on the potential users' behavior intentions.
社交媒体对旅游业和酒店业产生了重大影响。在各类社交媒体平台中，以TikTok或抖音为代表的短视频应用（SVA）给旅游业带来了巨大变革。作为新兴的移动技术平台，短视频应用改变了用户获取旅游信息、制定旅行计划以及分享旅行体验的方式。鉴于短视频应用的新技术及其在旅游业中的影响，本研究旨在探究短视频应用用户的行为意图以及他们在做出旅行决策时对短视频应用的采用情况。因此，基于技术接受模型（TAM）提出了新的SVA - TAM模型，其中包括两个新变量：电子口碑（eWOM）和电子信任（eTrust）。针对短视频应用用户开展了一项在线调查。对最终获得的302个样本实施了偏最小二乘结构方程模型（PLS - SEM）进行数据和结构方程分析。在变量关系方面，本研究发现用户对短视频应用有用性和易用性的感知是其对使用短视频应用进行旅行规划态度的有力预测指标，这与先前TAM研究的结果保持一致。此外，电子口碑和电子信任对用户使用短视频应用进行旅行规划甚至目的地决策的态度产生积极影响。因此，鉴于短视频应用对潜在用户行为意图的影响，在旅游营销和目的地品牌塑造中应考虑短视频应用。
