豪华酒店SNS营销中的叙事运输与信任:社会互动的调节作用

Q3 Business, Management and Accounting

Services Marketing Quarterly Pub Date : 2023-06-14 DOI:10.1080/15332969.2023.2223013

Anuja Chalke, B. Cheng, Michael Dent

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引用次数: 0

摘要

摘要本研究的目的是检验叙事运输和信任对豪华酒店行业相关行为意向的影响。数据分析基于268名Instagram用户对在线调查的回答。通过PLS-SEM方法在Smart PLS4上对概念模型进行了评估。结果表明，对社交网络和叙事交通的信任对电子口碑意向和访问意向都有积极影响。信任和叙事运输对访问意向的影响是由电子口碑意向介导的。经验证据支持社会互动的调节作用。

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Narrative Transportation and Trust in Luxury Hotels SNS Marketing: The Moderating Role of Social Interaction

Abstract The purpose of this study is to examine the impact of narrative transportation and trust on behavioral intention related to the luxury hotel industry. Data analyses is based on responses from 268 Instagram users who answered an online survey. The conceptual model was evaluated on Smart PLS4 through the PLS-SEM approach. Results indicate the trust in SNS and narrative transportation have a positive influence on e-WOM intention as well as on visit intention. The impact of trust and narrative transportation on visit intention are mediated by e-WOM intention. Empirical evidence supports the moderating role of social interaction.

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来源期刊

Services Marketing Quarterly Business, Management and Accounting-Business, Management and Accounting (miscellaneous)

CiteScore

2.40

自引率

0.00%

发文量

期刊介绍： Services Marketing Quarterly is directed at academicians and practitioners who are involved in the development and application of services marketing concepts to the wide spectrum of industries that constitute the service sector of economies. The journal presents both theoretical and empirical articles including experimental and pilot studies addressing various issues faced by service marketers to enhance the development of the marketing literature in the application of marketing concepts to services. Areas of emphasis include: Service characteristics changes. Servicescape impacts. Service delivery impacts. Services impact on organizational image. Digital service environments and impacts. Evolution of services over time and by industry. Contributions are encouraged which include analysis of existing practice, methods and programs; application of new ideas and methods; and research on various aspects of services marketing. Each manuscript should include the marketing implications of the impact of the findings on services marketing theory and/or practice. Services Marketing Quarterly also welcome proposals for special issues.