INFLUENCE OF INTERNET CELEBRITY BLOGGER AND INTERNET CELEBRITY SCENE ON TRAVEL INTENTION AND WORD-OF-MOUTH RECOMMENDATION
The Internet celebrity publicity of short videos in tourist destinations has an important impact on the travel of consumers,and this phenomenon has attracted extensive attention from the academic circle.At the present stage,although some scholars have combined the short videos of Internet celebrities with tourists'travel intention and word-of-mouth recommendation,the research on its influence mechanism still needs to be further explored.The research based on the two-dimensional perspective of Internet celebrity bloggers and Internet celebrity scenes is relatively insufficient.Therefore,based on SOR theory and opinion leader theory,this paper collects questionnaire survey data and adopts structural equation model to conduct empiri-cal research to explore the influence of Internet celebrity bloggers and Internet celebrity scenes on travel in-tention and word-of mouth recommendation.The results show that:1)the characteristics of Internet celebrity bloggers and Internet celebrity scenes in short videos have a significant positive impact on the cognitive and emotional responses of consumers;2)Cognitive and emotional responses also have significant positive ef-fects on consumers'travel intention and word-of-mouth recommendation;3)Consumers'cognitive response,emotional response and travel intention play a chain mediating effect between online celebrity bloggers,on-line celebrity scenes and word-of-mouth recommendation.In addition to these findings,this study also pro-vides theoretical and practical enlightenment for tourism destinations to improve the effect of new media marketing represented by short videos.
Web celebrity videoInternet celebrity bloggerSOR theorytravel intention
NETL
NSTL
万方数据
