{"title":"社交媒体传播对消费者购买决策的影响:豪华酒店是否重视感知到的品牌真实性、声望和熟悉度?","authors":"Wang Qing, A. Safeer, Muhammad Saqib Khan","doi":"10.1108/jhtt-09-2023-0282","DOIUrl":null,"url":null,"abstract":"\nPurpose\nThis paper aims to examine the influence of social media communications, particularly firm-generated content (FGC) and consumer-generated content (CGC) on predicting consumer purchase decisions (CPD) through the lens of perceived brand authenticity (PBA). This paper also investigates the moderating influence of brand prestige (BP) and brand familiarity in the luxury hotel sector.\n\n\nDesign/methodology/approach\nThis study collected data from 390 consumers who were regularly using social media platforms, traveled frequently and stayed in luxury hotels. Following stringent data filtering, 371 responses were analyzed via structural equation modeling.\n\n\nFindings\nThe findings indicate that FGC and CGC significantly strengthened PBA. However, CGC was the effective driver that directly influenced CPD. Likewise, PBA directly and indirectly substantially impacted CPD. Finally, BP’s direct and moderating effects significantly influenced CPD in the luxury hotel sector.\n\n\nOriginality/value\nThis novel study contributes to signaling theory, social media communications and branding literature in the luxury hotel sector.\n","PeriodicalId":51611,"journal":{"name":"Journal of Hospitality and Tourism Technology","volume":null,"pages":null},"PeriodicalIF":5.3000,"publicationDate":"2024-03-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Influence of social media communication on consumer purchase decisions: do luxury hotels value perceived brand authenticity, prestige, and familiarity?\",\"authors\":\"Wang Qing, A. Safeer, Muhammad Saqib Khan\",\"doi\":\"10.1108/jhtt-09-2023-0282\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"\\nPurpose\\nThis paper aims to examine the influence of social media communications, particularly firm-generated content (FGC) and consumer-generated content (CGC) on predicting consumer purchase decisions (CPD) through the lens of perceived brand authenticity (PBA). This paper also investigates the moderating influence of brand prestige (BP) and brand familiarity in the luxury hotel sector.\\n\\n\\nDesign/methodology/approach\\nThis study collected data from 390 consumers who were regularly using social media platforms, traveled frequently and stayed in luxury hotels. Following stringent data filtering, 371 responses were analyzed via structural equation modeling.\\n\\n\\nFindings\\nThe findings indicate that FGC and CGC significantly strengthened PBA. However, CGC was the effective driver that directly influenced CPD. Likewise, PBA directly and indirectly substantially impacted CPD. Finally, BP’s direct and moderating effects significantly influenced CPD in the luxury hotel sector.\\n\\n\\nOriginality/value\\nThis novel study contributes to signaling theory, social media communications and branding literature in the luxury hotel sector.\\n\",\"PeriodicalId\":51611,\"journal\":{\"name\":\"Journal of Hospitality and Tourism Technology\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":5.3000,\"publicationDate\":\"2024-03-22\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Hospitality and Tourism Technology\",\"FirstCategoryId\":\"91\",\"ListUrlMain\":\"https://doi.org/10.1108/jhtt-09-2023-0282\",\"RegionNum\":3,\"RegionCategory\":\"管理学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q1\",\"JCRName\":\"HOSPITALITY, LEISURE, SPORT & TOURISM\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Hospitality and Tourism Technology","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1108/jhtt-09-2023-0282","RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"HOSPITALITY, LEISURE, SPORT & TOURISM","Score":null,"Total":0}
Influence of social media communication on consumer purchase decisions: do luxury hotels value perceived brand authenticity, prestige, and familiarity?
Purpose
This paper aims to examine the influence of social media communications, particularly firm-generated content (FGC) and consumer-generated content (CGC) on predicting consumer purchase decisions (CPD) through the lens of perceived brand authenticity (PBA). This paper also investigates the moderating influence of brand prestige (BP) and brand familiarity in the luxury hotel sector.
Design/methodology/approach
This study collected data from 390 consumers who were regularly using social media platforms, traveled frequently and stayed in luxury hotels. Following stringent data filtering, 371 responses were analyzed via structural equation modeling.
Findings
The findings indicate that FGC and CGC significantly strengthened PBA. However, CGC was the effective driver that directly influenced CPD. Likewise, PBA directly and indirectly substantially impacted CPD. Finally, BP’s direct and moderating effects significantly influenced CPD in the luxury hotel sector.
Originality/value
This novel study contributes to signaling theory, social media communications and branding literature in the luxury hotel sector.
期刊介绍:
The Journal of Hospitality and Tourism Technology is the only journal dedicated solely for research in technology and e-business in tourism and hospitality. It is a bridge between academia and industry through the intellectual exchange of ideas, trends and paradigmatic changes in the fields of hospitality, IT and e-business. It covers: -E-Marketplaces, electronic distribution channels, or e-Intermediaries -Internet or e-commerce business models -Self service technologies -E-Procurement -Social dynamics of e-communication -Relationship Development and Retention -E-governance -Security of transactions -Mobile/Wireless technologies in commerce -IT control and preparation for disaster -Virtual reality applications -Word of Mouth. -Cross-Cultural differences in IT use -GPS and Location-based services -Biometric applications -Business intelligence visualization -Radio Frequency Identification applications -Service-Oriented Architecture of business systems -Technology in New Product Development