昙花一现还是乘风而上:网红打卡地类型对消费者持续打卡意愿的影响  

Passing fad or riding the wind:The impact of the type of internet celebrity places on consumers’willingness to continue clocking in

作　　者：张淑萍[1] 冯一帆 苏晓峰 景颖 Zhang Shuping;Feng Yifan;Su Xiaofeng;Jing Ying(School of Economics and Management,Ningxia University,Yinchuan 750021,China)

机构地区：[1]宁夏大学经济管理学院,银川750021

出　　处：《中国生态旅游》2024年第5期1042-1056,共15页Journal of Chinese Ecotourism

基　　金：国家自然科学基金项目(72262027)

摘　　要：近年来借助短视频平台和社交媒体,网红打卡地成为一种媒介景观并引发流行,如何推动其可持续发展成为人们关注的热点。文章基于旅游动机理论,通过构建有调节的双中介模型深入探究网红打卡地类型对消费者持续打卡意愿影响的内在机理与边界条件,并通过1个二手数据实验与2个采用招募大学生进行测试的行为学实验进行了实证检验。研究发现:(1)从意义分析的角度来看,网红打卡地可以分为实用性网红打卡地与享乐性网红打卡地,两种打卡地都会对消费者持续打卡意愿产生影响,相较于享乐性网红打卡地,实用性网红打卡地所带来的持续打卡意愿更高。(2)网红打卡地会影响消费者的感知原真性与自我矫饰,且实用性网红打卡地更容易引起消费者的感知原真性,享乐性网红打卡地更容易引起消费者的自我矫饰,从而构建了感知原真性与自我矫饰的双中介影响路径。(3)促进定向在这一影响路径中起到调节作用。文章进一步丰富了目的地旅游与网红经济的相关研究,对网红打卡地的发展决策具有一定的参考作用。In recent years,with the help of short video platforms and social media,internet celebrity places have become a media landscape and triggered popularity,and how to promote the sustainable development of those places has become a hot topic of concern.Based on the theory of tourism motivation,this paper constructs a moderated dual-mediation model to explore the intrinsic mechanism and boundary conditions of the influence of the type of internet celebrity places on consumers’willingness to continue checking in by conducting a moderated two-media model,and empirical tests through a second-hand data experiment and two behavioral experiments using college students.The results show that:(1)from the perspective of meaning analysis,the internet celebrity places can be divided into practical internet celebrity places and hedonic internet celebrity places,both of which will have an impact on consumers’willingness to continue checking in,and the continuous check-in willingness brought by practical internet celebrity places is higher than that of hedonic internet celebrity places.(2)The internet celebrity places will affect the perceived authenticity and self-promotion of consumers,and the practical internet celebrity places is more likely to cause consumers’perceived authenticity,and the hedonic internet celebrity places is more likely to cause consumers’self-promotion,so as to construct a dual mediating influence path of perceived authenticity and self-promotion.(3)Promotional regulatory plays a moderating role in this influence pathway.Through the research of this paper,the research on destination tourism and internet celebrity economy is further enriched,and it also has a reference for the development decisions of internet celebrity places.

关 键 词：网红打卡地 打卡意愿 感知原真性 自我矫饰 促进定向 旅游动机 媒介景观 

分 类 号：F592[经济管理—旅游管理]