Wang Huimin, Yan Jinzhe
School of Logistics, Transportation and Tourism, Jiangsu Vocational College of Finance and Economics, Huaian, Jiangsu, China.
College of Business, Gachon University, Seongnam, Republic of Korea.
Front Psychol. 2022 Dec 22;13:1049149. doi: 10.3389/fpsyg.2022.1049149. eCollection 2022.
The asymmetry of tourism information makes social media an important information source. Previous research has been conducted on the influence of tourist-generated content on tourism consumption behavior, but few studies have concentrated on the mechanism of tourism information quality on consumers' travel intention in the social media environment. Adopting the Elaboration Likelihood Model, this paper aims to investigate how the information quality of social media affects consumers' travel intention rationally and emotionally and the moderation effect of tourists' prior knowledge. The empirical results indicate that the quality of social media information positively affects travel intention and self-congruity and trust mediates the relationship between the quality of social media information and travel intention. Moreover, this study identified that tourists' prior knowledge negatively modifies the relationship between information quality and self-congruity in line with the proposed hypotheses. The research explores the influence mechanism of tourist-generated content quality on consumers' travel intention, which benefits destination management and content marketing.
旅游信息的不对称性使社交媒体成为重要的信息来源。以往的研究聚焦于游客生成内容对旅游消费行为的影响，但很少有研究关注社交媒体环境下旅游信息质量对消费者旅游意愿的作用机制。本文采用精细加工可能性模型，旨在探究社交媒体信息质量如何理性和感性地影响消费者的旅游意愿以及游客先验知识的调节作用。实证结果表明，社交媒体信息质量正向影响旅游意愿，自我一致性和信任在社交媒体信息质量与旅游意愿之间起中介作用。此外，本研究发现游客的先验知识会如假设所述对信息质量与自我一致性之间的关系产生负向调节作用。该研究探索了游客生成内容质量对消费者旅游意愿的影响机制，对目的地管理和内容营销具有借鉴意义。
