网红短视频传播对消费者旅游态度的影响——以丁真走红现象为例  

Impacts of Internet Celebrities’ Short Videos on Consumers’ Tourism Attitude:A Case Study on Ding Zhen

作　　者：张可 许可 吴佳霖 徐亚楠 李可心 ZHANG Ke;XU Ke;WU Jialin;XU Ya'nan;LI Kexin(School of Communication,Soochow University,Suzhou 215123,China)

机构地区：[1]苏州大学传媒学院,江苏苏州215000

出　　处：《旅游学刊》2022年第2期105-119,共15页Tourism Tribune

基　　金：江苏省社会科学基金项目“5G条件下视频传播技术创新和主流媒体融合创新研究”(20XWC002)资助。

摘　　要：短视频网红宣传对旅游地知名度的提升起到重要作用。文章综合信源吸引力模型、信源可靠性理论和心流理论,探究短视频传播的网红特质对受众观看短视频时的专注度、快乐度、身临其境感和心流体验的作用,以及对受众想要去短视频宣传地的旅游态度的影响。通过问卷调研,收集558份有效样本,并构建了网红个人魅力影响受众心流体验和旅游态度的结构方程模型,进行路径分析和中介效应检验。研究发现:网红包括吸引力、可信度和受欢迎度在内的个人特质显著影响受众观看短视频的快乐度、专注度和身临其境感,促使受众产生心流体验,继而影响受众对网红相关地区的旅游态度。该研究对于借力短视频、网红经济等数字媒介环境下的新兴传播形式开发旅游资源,提升旅游知名度具有一定实践参考价值。Short videos of tourist destinations containing Internet celebrities play an important role in improving the visibility and popularity of these tourist destinations. Revealing the relationship between Internet celebrities’ short videos and tourists’ attitude on travel has both theoretical and practical significance. Based on the three theories having been employed very often in brand marketing and media effects research fields, namely, source attractiveness model, source credibility theory and flow theory, this study explores the impacts of the traits characterizing Internet celebrities transmitted through short form videos on audience’s concentration, happiness, immersive feelings and flow experience when they were watching short videos, along with the impacts on the audience’s tourism attitudes. The variable measurement items in this study are all based on mature scales of existing studies. A total of 558 valid samples with balanced demographics were collected through an online questionnaire survey based on convenient sampling in December 2020. A structural equation modelling approach by Mplus was conducted for path-analysis and mediating effects test. The results demonstrate good reliability and validity and the proposed model reached good model fit. The results show that the personal characteristics of the Internet celebrity, Ding Zhen, including his attractiveness, reliability and popularity, significantly affect the audiences’ perceived concentration, happiness and physical presence when they were watching short videos. The more physically attractive, more reliable and popular the internet celebrity is, and the greater feeling of enjoyment and sense of reality the audiences experience when concentrating their attention on the short videos. The study also confirms that audience’s perceived flow experience plays a multitude of meditating effects between audience’s perceived concentration, happiness and immersive feeling and their tourism attitudes promoted by the internet celebrities through sho

关 键 词：网红短视频 旅游态度 心流体验 丁真 

分 类 号：F59[经济管理—旅游管理]