网红博主与网红场景对出游意愿和口碑推荐的影响  

INFLUENCE OF INTERNET CELEBRITY BLOGGER AND INTERNET CELEBRITY SCENE ON TRAVEL INTENTION AND WORD-OF-MOUTH RECOMMENDATION

作　　者：肖宁 杨金华[1,2] 徐元诏 雷发宇 XIAO Ning;YANG Jin-hua;XU Yuan-zhao;LEI Fa-yu(College of Geography and Tourism,Hengyang Normal University,Hengyang 421002,China;School of Geography and Ocean Science,Nanjing University,Nanjing 210023,China)

机构地区：[1]衡阳师范学院地理与旅游学院,衡阳421002 [2]南京大学地理与海洋科学学院,南京210023

出　　处：《人文地理》2024年第1期184-192,共9页Human Geography

基　　金：国家自然科学基金项目(41971177);湖南省哲学社会科学规划基金(20YBA037)。

摘　　要：旅游地短视频的网红宣传对消费者的出游有重要影响,该现象受到了学术界的广泛关注,但短视频如何影响受众的出游意愿和口碑推荐仍是有待深入研究的问题。因此,文章基于SOR理论和意见领袖理论,通过收集问卷调查数据,采用结构方程模型进行实证研究,探究网红博主和网红场景对出游意愿和口碑推荐的影响。研究发现:(1)短视频中网红博主的特质和网红场景对消费者的认知反应和情感反应具有显著的正向影响;(2)认知反应和情感反应对消费者出游意愿和口碑推荐亦具有显著的正向影响;(3)消费者的认知反应、情感反应、出游意愿在网红博主、网红场景与口碑推荐之间发挥链式中介效应。本研究可为旅游地提升以短视频为代表的新媒体营销效果提供理论与实践启示。The Internet celebrity publicity of short videos in tourist destinations has an important impact on the travel of consumers,and this phenomenon has attracted extensive attention from the academic circle.At the present stage,although some scholars have combined the short videos of Internet celebrities with tourists'travel intention and word-of-mouth recommendation,the research on its influence mechanism still needs to be further explored.The research based on the two-dimensional perspective of Internet celebrity bloggers and Internet celebrity scenes is relatively insufficient.Therefore,based on SOR theory and opinion leader theory,this paper collects questionnaire survey data and adopts structural equation model to conduct empirical research to explore the influence of Internet celebrity bloggers and Internet celebrity scenes on travel intention and word-of mouth recommendation.The results show that:1)the characteristics of Internet celebrity bloggers and Internet celebrity scenes in short videos have a significant positive impact on the cognitive and emotional responses of consumers;2)Cognitive and emotional responses also have significant positive effects on consumers'travel intention and word-of-mouth recommendation;3)Consumers'cognitive response,emotional response and travel intention play a chain mediating effect between online celebrity bloggers,online celebrity scenes and word-of-mouth recommendation.In addition to these findings,this study also provides theoretical and practical enlightenment for tourism destinations to improve the effect of new media marketing represented by short videos.

关 键 词：网红短视频 网红博主 SOR理论 出游意愿 

分 类 号：F590.8[经济管理—旅游管理]