探索 TikTok 上与旅游相关的内容 (TRC) 在预测享受和行为意向方面的调节、中介和配置结果

IF 4.3 Q1 PSYCHOLOGY, MULTIDISCIPLINARY Human Behavior and Emerging Technologies Pub Date : 2024-01-31 DOI:10.1155/2024/2764759
Shu-Chin Huang, Andri Dayarana K. Silalahi, Ixora Javanisa Eunike
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引用次数: 0

摘要

近来,社交媒体内容在消费者决策过程中的重要性受到了学者和商业从业者的广泛关注。然而,对于营销战略应如何设计社交媒体内容以影响行为意向的探索仍然相当不足,尤其是在旅游业中。本研究旨在建立一个模型,其中包括 TikTok 上旅游相关内容(TRC)维度的调节、中介和配置效应,以预测旅游乐趣和行为意向。本研究采用结构方程建模(SEM)和模糊集定性比较分析(fsQCA)的混合方法,以 319 名曾在 TikTok 上观看过旅游相关内容并有意前往内容中介绍的目的地的参与者为样本,检验假设和命题。SEM 的结果证实,内容的可靠性和可理解性会显著影响感知到的乐趣。此外,通过内容可理解性和感知乐趣的贡献,预测访问意向会增加。中介效应揭示,感知到的乐趣是内容可理解性和访问意向之间的完全中介因素。此外,性别和使用频率的调节效应在对感知到的乐趣和访问意向的影响上表现出显著差异。fsQCA 的结果证实,TRC 维度和愉悦感的不同配置为设计内容营销策略提供了有价值的见解。考虑这些建构的不同组合会影响行为意向。这项研究对理论和营销实践都做出了重大贡献,因为对配置组合的全面讨论为本研究的发现提供了更多的启示。
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Exploration of Moderated, Mediated, and Configurational Outcomes of Tourism-Related Content (TRC) on TikTok in Predicting Enjoyment and Behavioral Intentions

The significance of social media content in consumers’ decision-making journeys has acquired substantial attention among scholars and business practitioners in recent times. However, the exploration of how marketing strategies should design social media content to influence behavioral intentions remains fairly inadequate, particularly within the tourism industry. This study is aimed at developing a model that includes the moderating, mediating, and configuration effects of tourism-related content (TRC) dimensions on TikTok to predict enjoyment and behavioral intention. This study employs a hybrid approach of structural equation modeling (SEM) and fuzzy set qualitative comparative analysis (fsQCA) to test hypotheses and propositions using a sample of 319 participants who have experience watching TRC on TikTok and have the intention to visit the destinations presented in the content. The results from SEM confirm that content reliability and understandability significantly influence perceived enjoyment. Furthermore, visit intention is predicted to increase through the contributions of content understandability and perceived enjoyment. Insights from the mediating effect reveal that perceived enjoyment serves as a fully mediating factor between content understandability and visit intention. Moreover, the moderating effects of gender and frequency of use exhibit significant differences in their impacts on perceived enjoyment and visit intention. The outcomes of fsQCA confirm that various configurations of TRC dimensions and enjoyment provide valuable insights for designing content-marketing strategies. The consideration of different combinations of these constructs can impact behavioral intentions. This research makes significant contributions to both theory and marketing practice, as the comprehensive discussion of the combinations of configurations provides amplified insights into this study’s findings.

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来源期刊
Human Behavior and Emerging Technologies
Human Behavior and Emerging Technologies Social Sciences-Social Sciences (all)
CiteScore
17.20
自引率
8.70%
发文量
73
期刊介绍: Human Behavior and Emerging Technologies is an interdisciplinary journal dedicated to publishing high-impact research that enhances understanding of the complex interactions between diverse human behavior and emerging digital technologies.
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