摘要
旅游目的地用户生成内容对消费决策有重要的参考价值。现有研究主要集中于UGC的内容特性,如图文及其组合方式对旅游消费者态度或决策的影响,较少关注UGC的结构特性在其中的作用。本文基于叙事传输理论,从UGC的组织形式和呈现方式的视角,探讨UGC结构特性对消费者到访意愿的影响。实验发现,对无明显偏好的消费者而言,叙事型UGC有利于其对潜在目的地做出积极判断,原因在于叙事结构中时间顺序和人物角色的交互作用。时间顺序使事件构成情节,刺激消费者捕捉旅行细节,模拟旅行体验;人物角色使情节相互联系,形成有逻辑的组织框架,引导消费者间接感受人物情绪。两者共同作用,使消费者通过旅行体验的过程模拟对目的地形成更积极的到访意愿,且这种积极效应对独立(vs依存)自我构念者更显著。
User-Generated Content(UGC)of tourist destinations has important reference value for consumption decisions.Existing researches mainly focus on the content characteristics of UGC,such as the influence of graphics,text and their combination on the attitude or decision-making of tourism consumers,and pay less attention to the role of UGC s structural characteristics.Based on narrative transportation theory,this paper explores the influence of UGC s structural characteristics on consumers willingness to visit a destination from the perspective of the organization and presentation of UGC.The experiments found that for consumers without obvious preferences,the narrative UGC is conducive to their positive judgment on potential destinations,which is due to the interaction of chronological order and characters.The chronological order of events makes up the plot,stimulating consumers to capture travel details and simulate the travel experience.Characters connect the plots to each other,forming a logical organizational framework that guides consumers to indirectly feel the emotions of them.The combined effect of the two makes consumers form a more positive intention to visit the destination through the process simulation of the travel experience,and this positive effect is more significant for independent(vs dependent)self-construal.
作者
吴思
向敏
矫健
Wu Si;Xiang Min;Jiao Jian(Economics and Management School of Wuhan University,Wuhan,430072;Management Science and Engineering School of Shandong University of Finance and Economics,Jinan,250014)
出处
《珞珈管理评论》
2019年第4期147-161,共15页
Luojia Management Review
关键词
UGC
叙事传输
过程模拟
到访意愿
自我构念
UGC
Narrative transportation
Process simulation
Willingness to visit a destination
Self-construal
