Eine Plattform für die Wissenschaft: Bauingenieurwesen, Architektur und Urbanistik
Eine Plattform für die Wissenschaft: Bauingenieurwesen, Architektur und Urbanistik
The Factors that Affect Usage Intentions and Travel Intentions of Travel-Related WeChat Official Accounts
WeChat Official Accounts (WOAs)—a feature of WeChat—are thriving. However, studies on travel-related WOAs remain scarce and lack depth. This study aimed to identify the factors that influence usage intentions and travel intentions in regard to travel-related WOAs. Based on the Uses and Gratifications (U&G) theory, this study developed a theoretical model and examined the model through a web-based questionnaire. The questionnaire was distributed through the online survey tool Sojump. After analyzing the obtained data via structural equation modeling, the results revealed that: (1) social, entertainment, and information motivations are the primary factors influencing usage intentions; (2) information and entertainment motivations are important factors influencing travel intentions; and (3) usage intentions positively affect travel intentions and play a mediating role. The findings carry theoretical and practical significance regarding how travel-related WOAs can improve users’ usage and travel intentions, as well as value for the actual management and marketing of WOAs.
The Factors that Affect Usage Intentions and Travel Intentions of Travel-Related WeChat Official Accounts
WeChat Official Accounts (WOAs)—a feature of WeChat—are thriving. However, studies on travel-related WOAs remain scarce and lack depth. This study aimed to identify the factors that influence usage intentions and travel intentions in regard to travel-related WOAs. Based on the Uses and Gratifications (U&G) theory, this study developed a theoretical model and examined the model through a web-based questionnaire. The questionnaire was distributed through the online survey tool Sojump. After analyzing the obtained data via structural equation modeling, the results revealed that: (1) social, entertainment, and information motivations are the primary factors influencing usage intentions; (2) information and entertainment motivations are important factors influencing travel intentions; and (3) usage intentions positively affect travel intentions and play a mediating role. The findings carry theoretical and practical significance regarding how travel-related WOAs can improve users’ usage and travel intentions, as well as value for the actual management and marketing of WOAs.
The Factors that Affect Usage Intentions and Travel Intentions of Travel-Related WeChat Official Accounts
Yanyan Wang (Autor:in) / Yann-Jou Lin (Autor:in) / Bau-Show Lin (Autor:in)
2020
Aufsatz (Zeitschrift)
Elektronische Ressource
Unbekannt
Metadata by DOAJ is licensed under CC BY-SA 1.0
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