微观影响者在酒店领域消费者决策过程中的作用

IF 0.7 Q4 HOSPITALITY, LEISURE, SPORT & TOURISM European Journal of Tourism Hospitality and Recreation Pub Date : 2021-12-01 DOI:10.2478/ejthr-2021-0010
Rita Peres, M. Silva
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引用次数: 1

摘要

本研究的目的是了解社交媒体影响者在消费者对酒店的决策过程中所起的作用。为了实现这一总体目标,我们定义了以下具体目标:(1)了解分享酒店及其运营的主要网络的用户生成内容(UGC)的微影响者的概况;为此,本研究通过访谈的方式,确定了16位分享葡萄牙酒店相关内容的无报酬微影响者的个人资料。(2)采用Erkan和Evans(2016)提出的信息接受模型(information acceptance model, IACM),基于166位关注这些微影响者的消费者资料,研究社交媒体上的电子口碑(electronic word of mouth, eom)对酒店业消费者行为意愿的影响。研究结果表明,微观影响者对酒店消费决策的影响显著;在关注微网红内容的受访消费者中,约79%的人认为他们的选择受到了影响,并认为由于微网红的一些特征,分享的内容使消费者能够形成他们的住宿将会是什么样子的想法。IACM模型的采用表明,eowm信息的可信度正影响信息的有用性。然而,eWOM信息的质量、eWOM信息的需求和对eWOM的态度对eWOM信息的有用性有中等影响,而且对eWOM的态度和eWOM在采用eWOM信息中的有用性也有中等影响。追随者对网络口碑信息的态度和对网络口碑信息的接受可以很好地解释其行为意向。
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The Role of Micro-Influencers in the Consumer Decision-Making Process in the Hospitality Field
Abstract The aim of this research is to understand the role played by social media influencers in consumers’ decision-making processes concerning hotels. To achieve this general objective, the following specific aims were defined: (1) to understand the profile of the micro-influencers that share user generated content (UGC) about hotels and the main networks within which they operate; to this end, a study was made by means of interviews to ascertain the profiles of 16 unpaid micro-influencers who share content about Portuguese hotels, and (2) to adopt the information acceptance model (IACM) put forward by Erkan and Evans (2016), to examine the influence of electronic word of mouth (eWOM) in social media on cosumer's behaviour intention in hotel industry, based on the profile of 166 consumers who follow these micro-influencers. Findings suggest that micro-influencers play a significant role in terms of influencing consumer purchase decision-making in the hospitality area; about 79% of surveyed consumers who follow micro-influencers’ content feel their choice is influenced and consider that the contents shared enable consumers to form an idea of what their stay will be like, due to some of the micro-influencers’ characteristics. The adoption of the IACM model demonstrates that the credibility of eWOM information positively affects the usefulness of the information. However, the quality of eWOM information, needs of eWOM information, and attitudes toward eWOM have a medium effect on the usefulness of eWOM information, but also in the attitudes toward eWOM and usefulness of eWOM in the adoption of eWOM information. The followers’ behavioural intentions are strongly explained by their attitudes toward eWOM information and adoption of eWOM information.
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来源期刊
European Journal of Tourism Hospitality and Recreation
European Journal of Tourism Hospitality and Recreation HOSPITALITY, LEISURE, SPORT & TOURISM-
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