酒店在线图片评论隐含运动对顾客预定意愿的影响  

Impact of Implied Motion in Online Hotel Image Reviews on Customers'Booking Intention

作　　者：刘芳[1] 王涵 刘婷[1] LIU Fang;WANG Han;LIU Ting(Hunan Normal University,Changsha,Hunan,410081,China)

机构地区：[1]湖南师范大学,湖南长沙410081

出　　处：《武汉商学院学报》2024年第4期5-12,共8页Journal of Wuhan Business University

基　　金：湖南省自然科学基金面上项目《服务性企业真诚型领导的培养机制研究》(项目编号:2021JJ30458)。

摘　　要：图片评论在酒店线上营销中扮演举足轻重的角色,隐含运动是不同图像共同具备的特质。尽管当前已有研究探讨旅游景区广告图片隐含运动对游客出游意愿的影响,然而关于酒店在线图片评论中隐含运动对顾客预定意愿影响的研究却付诸阙如。文章以概念隐喻理论和情境线索理论为基础,设计三组递进子实验,试图揭示酒店在线图片评论中的隐含运动对顾客预定意愿的影响。结果表明,酒店在线图片评论隐含运动能够有效提升顾客的预定意愿,意象流畅性在其中发挥中介作用。此外,文章引入顾客入住动机探讨酒店在线图片评论中隐含运动对意象流畅性的影响的边界效应。Image reviews play a pivotal role in online marketing of hotels,and implied motion is a common characteristic across different images.While existing research has explored the influence of implied motion in tourism destination advertisement images on tourists'travel intention,there is a lack of research on the impact of implied motion in online hotel image reviews on customers'booking intention.From the perspectives of conceptual metaphor theory and cue utilization theory,this study designs three progressive sub-experiments to uncover the effect of implied motion in online hotel image reviews on customers'booking intention.The findings suggest that implied motion in online hotel image reviews can effectively enhance customers'booking intention,with image fluency acting as a mediating factor.Moreover,the paper also introduces customers'accommodation motivation to explore the boundary effects of implied motion in online hotel image reviews on image fluency.

关 键 词：隐含运动 在线评论图片 意象流畅性 预定意愿 

分 类 号：F274[经济管理—企业管理] F724.6[经济管理—国民经济] F719.2