The influence of Chinese social media users' sharing behavior on consumers' purchase intentions for tourism services.
Article Sidebar
Main Article Content
บทคัดย่อ
This research Article show the digital era, social media has become a key driver of consumer behavior, particularly in the tourism sector. This study investigates how social media sharing (SMS) influences tourism service purchase intention (TSPI) among Chinese consumers. A mixed-methods approach was employed, combining quantitative analysis using Structural Equation Modeling (SEM) with qualitative insights from 20 interviews and focus group discussions. Data were gathered from 400 active Chinese social media users via online surveys. Quantitative results show that SMS significantly impacts TSPI. Moreover, perceived behavioral control (PBC), social media credibility (SMC), and content attractiveness (CA) are strong predictors of SMS behavior. Multi-channel information consistency (MIC) plays a moderating role, reinforcing the effect of SMS on purchase intention when users encounter consistent content across platforms. The SEM model shows a good fit (CFI = 0.95, RMSEA = 0.04), explaining 49% of the variance in TSPI and 61% in SMS. Qualitative findings support these results, revealing that emotional motivation, platform trust, and peer influence strongly affect both sharing and purchasing behaviors. Participants emphasized the power of authentic and visually appealing content in inspiring travel intentions. Repeated exposure across platforms enhanced confidence and decision-making. The study contributes a culturally relevant framework for understanding digital influence in the Chinese market. It integrates emotional, behavioral, and social drivers within a digital context, offering theoretical value and practical recommendations for tourism marketers to refine their strategies and strengthen consumer engagement. Finally, marketers should make it easier for consumers to participate by offering intuitive content creation tools and travel-sharing features. Cultural sensitivity is also vital in the Chinese context, where group influence strongly shapes decision-making. Personalized recommendations based on user data and socially aligned content can help tourism providers better connect with consumers and convert engagement into action.
Article Details
อนุญาตภายใต้เงื่อนไข Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
บทความที่ปรากฏในวารสารนี้ เป็นความรับผิดชอบของผู้เขียน ซึ่งสมาคมนักวิจัยไม่จำเป็นต้องเห็นด้วยเสมอไป การนำเสนอผลงานวิจัยและบทความในวารสารนี้ไปเผยแพร่สามารถกระทำได้ โดยระบุแหล่งอ้างอิงจาก "วารสารสมาคมนักวิจัย"
เอกสารอ้างอิง
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211.
Ayeh, J. K., et al. (2013). Do we believe in TripAdvisor? Examining credibility perceptions and online travelers’ attitudes toward using user-generated content. Journal of Travel Research, 52(4), 437–452.
Chu, S. C., & Choi, S. M. (2011). Electronic word-of-mouth in social networking sites: A cross- cultural study of the United States and China. Journal of Global Marketing, 24(3), 263–281.
Chu, S. C., & Kim, Y. (2011). Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites. International Journal of Advertising, 30(1), 47–75.
Creswell, J. W., & Plano Clark, V. L. (2011). Designing and conducting mixed methods research (2nd ed.). Thousand Oaks, CA: Sage.
Denzin, N. K., & Lincoln, Y. S. (2011). The Sage handbook of qualitative research (4th ed.). Thousand Oaks, CA: Sage.
De Vries, L., et al. (2012). Popularity of brand posts on brand fan pages: An investigation of the effects of social media marketing. Journal of Interactive Marketing, 26(2), 83–91.
Edelman, D. C. (2010). Branding in the digital age: You're spending your money in all the wrong places. Harvard Business Review, 88(12), 62–69.
Erkan, I., & Evans, C. (2016). The influence of eWOM in social media on consumers’ purchase intentions: An extended approach to information adoption. Computers in Human Behavior, 61, 47–55.
Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention, and behavior: An introduction to theory and research. Reading, MA: Addison-Wesley.
Flanagin, A. J., & Metzger, M. J. (2007). The role of site features, user attributes, and information verification behaviors on the perceived credibility of web-based information. New Media & Society, 9(2), 319–342.
Hair, J. F., et al. (2010). Multivariate data analysis (7th ed.). Upper Saddle River, NJ: Pearson Prentice Hall.
Hudson, S., & Thal, K. (2013). The impact of social media on the consumer decision process: Implications for tourism marketing. Journal of Travel & Tourism Marketing, 30(1–2), 156–160.
Hudson, S., et al. (2015). The effects of social media on emotions, brand relationship quality, and word of mouth: An empirical study of music festival attendees. Tourism Management, 47, 68–76.
Kitchen, P. J., & Burgmann, I. (2015). Integrated marketing communication: Making it work at a strategic level. Journal of Business Strategy, 36(4), 34–39.
Krippendorff, K. (2013). Content analysis: An introduction to its methodology (3rd ed.). Thousand Oaks, CA: Sage.
Leung, D., et al. (2013). Social media in tourism and hospitality: A literature review. Journal of Travel & Tourism Marketing, 30(1–2), 3–22.
Liu, Y., & Shrum, L. J. (2009). A dual-process model of interactivity effects. Journal of Advertising, 38(2), 53–68.
Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons, 52(4), 357–365.
Somthawinpongsai, C., et al. (2024). Digital communication strategies in promoting sustainable agriculture: Organic products in Central Thailand. Journal of Ecohumanism, 3(8), 2822–2838.
Somthawinpongsai, C., et al. (2022).Impact of brand experience, narcissism, and materialism on luxury purchase behaviour mediated by online buying intentions. In Management and information technology in the digital era: Challenges and perspectives (pp. 65–80). Emerald Publishing Limited.
Statista. (2023). Number of social media users in China from 2018 to 2023. Retrieved from https://www.statista.com.
Tussyadiah, I. P., & Fesenmaier, D. R. (2009). Mediating tourist experiences: Access to places via shared videos. Annals of Tourism Research, 36(1), 24–40.
Xiang, Z., & Gretzel, U. (2010). Role of social media in online travel information search. Tourism Management, 31(2), 179–188.
Zeng, B., & Gerritsen, R. (2014). What do we know about social media in tourism? A review. Tourism Management Perspectives, 10, 27–36.
