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Exploring short video apps users' travel behavior intention: Empirical analysis based on SVA-TAM model.
Cheng Wang1, Wenjing Cui2,3, Yating Zhang4
1Business School, Nanfang College Guangzhou, Guangzhou, China.
Frontiers in Psychology
|August 8, 2022
Summary
Short video apps (SVAs) significantly influence travel decisions. Perceived usefulness, ease of use, electronic word-of-mouth (eWOM), and electronic trust (eTrust) strongly predict user adoption for travel planning and destination choices.
Area of Science:
- Tourism and Hospitality
- Information Systems
- Consumer Behavior
Background:
- Social media profoundly impacts the tourism and hospitality industry.
- Short video apps (SVAs) like TikTok are transforming how users access travel information, plan trips, and share experiences.
Purpose of the Study:
- To explore user behavior intentions and adoption of SVAs for travel decision-making.
- To propose and validate a new SVA-TAM model incorporating electronic word-of-mouth (eWOM) and electronic trust (eTrust).
Main Methods:
- An online survey was conducted with 302 SVA users.
- Partial Least Squares Structural Equation Modeling (PLS-SEM) was used for data analysis.
Main Results:
- Perceived usefulness and ease of use positively predict attitudes toward using SVAs for travel planning.
- eWOM and eTrust significantly enhance user attitudes towards using SVAs for travel planning and destination decisions.
Conclusions:
- SVAs are powerful tools for influencing potential travelers' behavior intentions.
- Tourism marketing and destination branding strategies should integrate SVAs due to their impact on user adoption.
