社交媒体视域下网红城市形象传播对消费者行为意向的影响研究  

Research on the Impact of Internet Celebrity City Image Communication on Consumer Behavior Intention from the Perspective of Social Media

作　　者：李宝库 李雪冰 Li Baoku;Li Xuebing(School of Business Administration,Liaoning Technical University,Huludao Liaoning 125105)

机构地区：[1]辽宁工程技术大学工商管理学院,辽宁葫芦岛125105

出　　处：《情报探索》2024年第10期18-24,共7页Information Research

基　　金：国家社会科学基金“基于社会认同的农村消费者在线行为模式研究”(项目编号:19BGL108)成果。

摘　　要：[目的/意义]随着短视频时代下营销事件的广泛传播,一批网红城市走进公众视野。本文旨在以抖音平台的用户群体为研究对象,探究网红城市形象传播对消费者行为意向的影响。[方法/过程]基于SOR模型构建网红城市形象传播对消费者行为意向的影响模型并运用结构方程法进行验证。[结果/结论]网红城市认知形象中的旅游体验、旅游氛围与文化底蕴对消费者行为意向有显著正向作用;城市负面新闻、旅游者负面口碑对消费者行为意向有显著负向作用;除文化底蕴外,在认知形象中的其他变量影响消费者行为意向的过程中,情绪起着中介作用。最后,对网红城市形象的传播提出优化策略,为管理者以及相关决策者提供有效管理建议。[Purpose/significance]With the wide dissemination of marketing events in the era of short video,a number of internet celebrity cities have entered the public eye.Taking the user group of Tiktok platform as the research object,this paper aims to explore the impact of internet celebrity city image communication on consumer behavior intention.[Method/process]Based on SOR model,a model of the influence of internet celebrity city image communication on consumer behavior intention is constructed and verified by structural equation method.[Result/conclusion]The tourism experience,tourism atmosphere and cultural background in the cognitive image of internet celebrity city have a significant positive effect on consumer behavior intention.The negative news of city and tourists’negative word-of-mouth have a significant negative effect on consumer behavior intention.In addition to cultural background,emotion plays a mediating role in the process of other variables in cognitive image affecting consumer behavior intention.Finally,this paper proposes optimization strategies for the communication of internet celebrity city image,and provides effective management suggestions for managers and relevant decision makers.

关 键 词：网红城市 城市形象传播 SOR理论 情绪 

分 类 号：G252[文化科学—图书馆学]