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旅游短视频评论信息因实时性和多元性成为旅游者决策的重要信息来源,丰富的信息对浏览者产生的复杂心理机制有待探究。基于信息加工理论,通过线上线下渠道收集726份调查问卷,并利用PLS-SEM开展验证。结果显示:(1)旅游短视频评论信息丰富度正向影响旅游意愿;(2)矛盾态度与目的地信任在旅游短视频评论信息丰富度与旅游意愿之间起链式中介作用;(3)评论可靠性显著减弱旅游短视频评论信息丰富度对旅游者矛盾态度的促进作用,且负向调节矛盾态度和目的地信任在旅游短视频评论信息丰富度与旅游意愿之间的链式中介作用。研究结果拓宽了旅游领域信息丰富度的研究,可为目的地短视频营销管理提供实践指导。
Abstract:In the context of digital social media, reviews on tourism short videos have emerged as a critical information source for travel decision-making due to their timeliness and diversity.While rich information may foster viewers′ trust in a destination, it can also lead to ambivalence, and this complex psychological mechanism warrants further exploration.Grounded in information processing theory, this study collected 726 valid questionnaires through online and offline surveys and performed analysis using partial least squares structural equation modeling(PLS-SEM).It is found as follows.(1) The informativeness of tourism short video reviews positively influences travel intention.(2) Ambivalent attitude and destination trust play a serial mediating role between informativeness and travel intention.(3) Comment reliability significantly weakens the positive effect of informativeness on ambivalent attitude.Furthermore, comment reliability negatively moderates the serial mediating roles of ambivalent attitude and destination trust between informativeness and travel intention.The study extends the research on informativeness in tourism and offers practical insights for destination marketing via short video platforms.
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基本信息:
中图分类号:G212.2;F592
引用信息:
[1]文彤 ,朱孝宇 ,黄玉玲 ,等.旅游短视频评论信息丰富度对目的地旅游意愿的影响研究[J].地理与地理信息科学,2026,42(02):152-160.
基金信息:
国家自然科学基金项目(42571280)
2026-03-25
2026-03-25
