{"title":"视频博客与酒店和餐饮业的消费者选择:折扣的双刃剑","authors":"Jie Yin , Huantao Chen , Yensen Ni","doi":"10.1016/j.jhtm.2024.02.006","DOIUrl":null,"url":null,"abstract":"<div><p>Because of the fierce competition in the hotel sector, vlogs have become an important tool for hotel marketing and promotion. This study, grounded in social information processing theory, reveals the substantial impact of vlogger-generated content on shaping consumer purchase intentions through immersive experiences and psychological arousal by collecting the samples of those who have watched vlogs of hotels and hospitality. Notably, discounts play a pivotal role in moderating these effects, amplifying the influence of vlogger content due to the allure of cost savings while diminishing the influence of immersive experiences because of disrupting consumer immersion. Therefore, understanding the different moderating effects of discounts is essential for implementing discount strategies. Furthermore, utilizing the fsQCA method, this study identifies various antecedent combinations that can better comprehend purchase intention. Consequently, by shedding light on these complexities, this study may contribute to the existing body of knowledge by providing valuable insights into the effective implementation of discount strategies, integrating social information processing theory into internet marketing, and advancing our understanding of purchase intention formation in the hotel and hospitality sector.</p></div>","PeriodicalId":51445,"journal":{"name":"Journal of Hospitality and Tourism Management","volume":null,"pages":null},"PeriodicalIF":7.6000,"publicationDate":"2024-02-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://www.sciencedirect.com/science/article/pii/S1447677024000135/pdfft?md5=0ae9e15b4cceabf98998164d4828f13a&pid=1-s2.0-S1447677024000135-main.pdf","citationCount":"0","resultStr":"{\"title\":\"Vloggers and consumer choices in the hotel and hospitality sector: The double-edged sword of discounts\",\"authors\":\"Jie Yin , Huantao Chen , Yensen Ni\",\"doi\":\"10.1016/j.jhtm.2024.02.006\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"<div><p>Because of the fierce competition in the hotel sector, vlogs have become an important tool for hotel marketing and promotion. This study, grounded in social information processing theory, reveals the substantial impact of vlogger-generated content on shaping consumer purchase intentions through immersive experiences and psychological arousal by collecting the samples of those who have watched vlogs of hotels and hospitality. Notably, discounts play a pivotal role in moderating these effects, amplifying the influence of vlogger content due to the allure of cost savings while diminishing the influence of immersive experiences because of disrupting consumer immersion. Therefore, understanding the different moderating effects of discounts is essential for implementing discount strategies. Furthermore, utilizing the fsQCA method, this study identifies various antecedent combinations that can better comprehend purchase intention. Consequently, by shedding light on these complexities, this study may contribute to the existing body of knowledge by providing valuable insights into the effective implementation of discount strategies, integrating social information processing theory into internet marketing, and advancing our understanding of purchase intention formation in the hotel and hospitality sector.</p></div>\",\"PeriodicalId\":51445,\"journal\":{\"name\":\"Journal of Hospitality and Tourism Management\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":7.6000,\"publicationDate\":\"2024-02-19\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"https://www.sciencedirect.com/science/article/pii/S1447677024000135/pdfft?md5=0ae9e15b4cceabf98998164d4828f13a&pid=1-s2.0-S1447677024000135-main.pdf\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Hospitality and Tourism Management\",\"FirstCategoryId\":\"91\",\"ListUrlMain\":\"https://www.sciencedirect.com/science/article/pii/S1447677024000135\",\"RegionNum\":1,\"RegionCategory\":\"管理学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q1\",\"JCRName\":\"HOSPITALITY, LEISURE, SPORT & TOURISM\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Hospitality and Tourism Management","FirstCategoryId":"91","ListUrlMain":"https://www.sciencedirect.com/science/article/pii/S1447677024000135","RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"HOSPITALITY, LEISURE, SPORT & TOURISM","Score":null,"Total":0}
Vloggers and consumer choices in the hotel and hospitality sector: The double-edged sword of discounts
Because of the fierce competition in the hotel sector, vlogs have become an important tool for hotel marketing and promotion. This study, grounded in social information processing theory, reveals the substantial impact of vlogger-generated content on shaping consumer purchase intentions through immersive experiences and psychological arousal by collecting the samples of those who have watched vlogs of hotels and hospitality. Notably, discounts play a pivotal role in moderating these effects, amplifying the influence of vlogger content due to the allure of cost savings while diminishing the influence of immersive experiences because of disrupting consumer immersion. Therefore, understanding the different moderating effects of discounts is essential for implementing discount strategies. Furthermore, utilizing the fsQCA method, this study identifies various antecedent combinations that can better comprehend purchase intention. Consequently, by shedding light on these complexities, this study may contribute to the existing body of knowledge by providing valuable insights into the effective implementation of discount strategies, integrating social information processing theory into internet marketing, and advancing our understanding of purchase intention formation in the hotel and hospitality sector.
期刊介绍:
Journal Name: Journal of Hospitality and Tourism Management
Affiliation: Official journal of CAUTHE (Council for Australasian Tourism and Hospitality Education Inc.)
Scope:
Broad range of topics including:
Tourism and travel management
Leisure and recreation studies
Emerging field of event management
Content:
Contains both theoretical and applied research papers
Encourages submission of results of collaborative research between academia and industry.