Abstract
研究目的本研究旨在通过考虑三个关键结构的中介作用来确定官方社交媒体账户上酒店生成的内容 (HGC) 如何影响预订意愿：用户对信息感知质量的评价、参与度和品牌态度。研究设计/方法/途径共收集了 834 份有效的在线问卷, 以使用偏最小二乘路径建模方法对测量和结构模型进行实证检验。研究发现虽然 HGC 对预订意愿没有直接影响, 但这种结构对信息的感知质量和参与度都有积极影响, 进而对预订意愿产生积极影响。 此外, 更多的参与会产生积极的态度, 从而增加预订意愿。研究原创性本研究代表了理解 HGC 对游客行为影响的新步骤, 它扩展了对客人决策过程的研究, 并通过实证证明了从 HGC 开始的相关影响链, 以促进预订意愿。
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