随着信息化时代的到来,新媒体平台如小红书已成为年轻用户获取旅游信息的关键渠道,并对旅游决策行为产生显著影响。本研究旨在探讨小红书营销对用户旅游决策行为的影响因素,采用文献研究与实证研究相结合的方法,构建了旅游决策的结构方...随着信息化时代的到来,新媒体平台如小红书已成为年轻用户获取旅游信息的关键渠道,并对旅游决策行为产生显著影响。本研究旨在探讨小红书营销对用户旅游决策行为的影响因素,采用文献研究与实证研究相结合的方法,构建了旅游决策的结构方程模型,并特别考虑了小红书平台的独特性质。研究首先通过整群抽样方法,向小红书用户分发调查问卷,最终收集到357份有效问卷。随后,利用SPSS17.0软件对所得数据进行信度和效度检验,确保研究数据的可靠性和有效性。在数据检验的基础上,运用Amos 24.0软件建立并分析结构方程模型,以识别和量化用户旅游决策的影响因素。研究结果表明,信息的吸引力对用户信任程度和旅行需求具有正向影响,而用户信任程度和旅行需求又进一步正向影响用户的整体旅游决策过程。本研究的结论不仅揭示了小红书营销在塑造用户旅游决策中的作用机制,而且为新媒体平台在旅游营销领域的策略制定提供了理论支持,有助于更精准地满足用户的旅游需求。With the arrival of the information age, new media platforms such as Little Red Book have become a key channel for young users to obtain travel information and have a significant impact on travel de-cision-making behaviour. This study aims to explore the influencing factors of Little Red Book mar-keting on users’ travel decision-making behaviours, and adopts a combination of literature research and empirical research to construct a structural equation model of travel decision-making, with special consideration of the unique nature of the Little Red Book platform. The study first distrib-uted questionnaires to Little Red Book users through the whole group sampling method, and finally collected 357 valid questionnaires. Subsequently, SPSS17.0 software was used to test the reliability and validity of the obtained data to ensure the reliability and validity of the research data. On the basis of data testing, structural equation modelling was developed and analysed using Amos 24.0 software to identify and quantify the factors influencing users’ travel decisions. The results of the study show that the attractiveness of information positively influences the level of user trust and travel demand, which further positively influences the user’s overall travel decision-making process. The findings of this study not only reveal the mechanism of Little Red Book marketing in shaping users’ travelling decisions, but also provide theoretical support for the strategy development of new media platforms in the field of travel marketing, which helps to satisfy users’ travelling needs more accurately.展开更多
文摘随着信息化时代的到来,新媒体平台如小红书已成为年轻用户获取旅游信息的关键渠道,并对旅游决策行为产生显著影响。本研究旨在探讨小红书营销对用户旅游决策行为的影响因素,采用文献研究与实证研究相结合的方法,构建了旅游决策的结构方程模型,并特别考虑了小红书平台的独特性质。研究首先通过整群抽样方法,向小红书用户分发调查问卷,最终收集到357份有效问卷。随后,利用SPSS17.0软件对所得数据进行信度和效度检验,确保研究数据的可靠性和有效性。在数据检验的基础上,运用Amos 24.0软件建立并分析结构方程模型,以识别和量化用户旅游决策的影响因素。研究结果表明,信息的吸引力对用户信任程度和旅行需求具有正向影响,而用户信任程度和旅行需求又进一步正向影响用户的整体旅游决策过程。本研究的结论不仅揭示了小红书营销在塑造用户旅游决策中的作用机制,而且为新媒体平台在旅游营销领域的策略制定提供了理论支持,有助于更精准地满足用户的旅游需求。With the arrival of the information age, new media platforms such as Little Red Book have become a key channel for young users to obtain travel information and have a significant impact on travel de-cision-making behaviour. This study aims to explore the influencing factors of Little Red Book mar-keting on users’ travel decision-making behaviours, and adopts a combination of literature research and empirical research to construct a structural equation model of travel decision-making, with special consideration of the unique nature of the Little Red Book platform. The study first distrib-uted questionnaires to Little Red Book users through the whole group sampling method, and finally collected 357 valid questionnaires. Subsequently, SPSS17.0 software was used to test the reliability and validity of the obtained data to ensure the reliability and validity of the research data. On the basis of data testing, structural equation modelling was developed and analysed using Amos 24.0 software to identify and quantify the factors influencing users’ travel decisions. The results of the study show that the attractiveness of information positively influences the level of user trust and travel demand, which further positively influences the user’s overall travel decision-making process. The findings of this study not only reveal the mechanism of Little Red Book marketing in shaping users’ travelling decisions, but also provide theoretical support for the strategy development of new media platforms in the field of travel marketing, which helps to satisfy users’ travelling needs more accurately.
