Chen Rong, Huang Qi-Tang, Miao Lv-Lin, Lin Zheng, Gao Dong-Dong
Fuzhou Technology and Business University, Fuzhou, China.
Fujian Agriculture and Forestry University, Fuzhou, China.
Front Psychol. 2025 Sep 17;16:1647976. doi: 10.3389/fpsyg.2025.1647976. eCollection 2025.
Social media has emerged as a critical driver of urban park visitation, reshaping public perceptions and behavioral patterns through information dissemination and emotional resonance. This study investigates how social media usage influences recreational visitors' intentions to visit urban parks, integrating the Theory of Planned Behavior (TPB) and the Stimulus-Organism-Response (S-O-R) model. Data were collected via questionnaires distributed to 535 visitors across four mountain parks in Fuzhou, China. Structural equation modeling (SEM) and Bootstrap methods were employed to analyze the relationships between social media usage intensity, information quality, perceived attractiveness, perceived crowding risk, subjective norms, and visitation intention. Results demonstrated that social media usage intensity ( = 0.374, < 0.001) and information quality ( = 0.175, < 0.001) directly and significantly influenced visitation intention. Perceptual factors partially mediated these relationships: usage intensity indirectly enhanced behavioral intention by increasing perceived attractiveness and strengthening subjective norms, while information quality optimized decision-making by reducing perceived crowding risk. The findings highlight the dual pathways of rational cognition and emotional drive in shaping visitor behavior, underscoring the importance of balancing ecological protection and visitor experience in smart park management. This framework provides data-driven insights for sustainable park governance.
社交媒体已成为城市公园游客量的关键驱动因素，通过信息传播和情感共鸣重塑公众认知和行为模式。本研究整合计划行为理论（TPB）和刺激-机体-反应（S-O-R）模型，探讨社交媒体使用如何影响休闲游客参观城市公园的意愿。通过向中国福州四个山地公园的535名游客发放问卷收集数据。采用结构方程模型（SEM）和Bootstrap方法分析社交媒体使用强度、信息质量、感知吸引力、感知拥挤风险、主观规范和参观意愿之间的关系。结果表明，社交媒体使用强度（β = 0.374，p < 0.001）和信息质量（β = 0.175，p < 0.001）直接且显著地影响参观意愿。感知因素部分中介了这些关系：使用强度通过提高感知吸引力和强化主观规范间接增强行为意愿，而信息质量通过降低感知拥挤风险优化决策。研究结果突出了理性认知和情感驱动在塑造游客行为中的双重途径，强调了在智慧公园管理中平衡生态保护和游客体验的重要性。该框架为可持续公园治理提供了数据驱动的见解。
