旅游相关消费者生成媒体信任的前因与影响

K. Yoo, U. Gretzel
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引用次数: 76

摘要

本研究调查了旅游相关消费者生成媒体(CGM)信任的影响因素,以及信任在多大程度上影响了在旅游计划中使用CGM的收益和影响。我们对美国互联网用户进行了一项在线调查,共有1170人回答了他们对CGM在旅行计划中的看法和使用情况的问题。调查结果表明,CGM的使用是广泛的,信任取决于发布CGM的网站类型、对其他CGM创建者的看法以及CGM读者的个性。此外,那些对CGM有更高信任的人报告了更大的影响,并从他们的CGM使用中获得了更大的利益。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Antecedents and Impacts of Trust in Travel-Related Consumer-Generated Media
This study investigated the factors influencing trust in travel-related consumer-generated media (CGM) and the degree to which trust affects the benefits and impacts of using CGM when planning pleasure trips. An online survey of US Internet users was conducted with a total of 1,170 individuals responding to questions regarding their perceptions and use of CGM for travel planning. The findings show that CGM use is widespread and that trust depends on the type of website on which the CGM is posted, perceptions of other CGM creators as well as CGM readers' personality. Also, those who have greater trust in CGM report greater impacts and derive greater benefits from their CGM use.
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