吕文达

段夏蕾

國際旅遊與管理學院

國際款待與旅遊業管理碩士學位課程 (英文學制)

碩士

2022

社交媒體背景下的旅遊Vlog與准社會互動 : 通過S-O-R模型分析彈幕技術特性對旅遊意願的影響

Travel Vlogs and Para-Social Interactions in the Background of Social Media : Analyzing the Impact of Danmu Technology Features on Travel Intentions through the S-O-R Paradigm

彈幕技術特徵 ; 准社會互動 ; 旅行視頻博客 ; 旅遊意向 ; S-O-R模型 ; 資訊品質 ; 來源特徵

Danmu Technology Features; Para-social Interaction; Travel Vlogs; Travel intention; S-O-R Paradigm, Information Quality; Source Characteristics

公開日期：18/6/2026

旅行視頻博客的日益流行，結合彈幕技術等互動功能的集成，徹底改變了人們獲取資訊和產生旅遊意向的方式。本研究旨在通過使用刺激-有機體-反應 (S-O-R) 範式，借鑒准社會互動理論，研究旅遊視頻博客的彈幕技術特徵，資訊品質以及博主的來源特徵如何影響旅遊視頻博客觀眾的旅遊意向和態度傾向。採用偏最小二乘結構方程建模（PLS-SEM）技術，並以520位支援彈幕功能的旅遊視頻博客的觀眾為樣本來檢驗所提出的模型。研究結果表明，彈幕技術特徵通過資訊品質和來源特徵為仲介，對觀眾的准社會互動體驗產生積極影響。進而促進觀眾的旅遊意向。該研究進一步強調了互動功能（尤其是彈幕）增強准社會互動體驗的潛力，並揭示了它們對旅行意向和目的地形象的深遠影響，豐富了關於這一重要全球現象的文獻。此外，調查結果為旅遊視頻博主和旅遊行銷人員提供了有關如何瞭解旅遊視頻博客的適銷性並將其納入目的地行銷活動的建議。

Travel vlogs' rising popularity, combined with interactive features like Danmu technology, has transformed information access and travel intention formation. This study aims to investigate how Danmu technology features, information quality, and source characteristics of travel vlogs influence the travel intentions and attitudinal tendencies of viewers, using the Stimulus-Organism-Response (S-O-R) paradigm and drawing upon parasocial interaction theory. Using Partial Least Squares Structural Equation Modelling (PLS-SEM), we tested a model with 520 viewers of Danmu-supported travel vlogs. The results show that Danmu technology features, mediated by information quality and source characteristics, positively affect viewers' parasocial interaction experiences, enhancing travel intentions. This study highlights interactive features' role in fostering parasocial interactions and their considerable influence on travel intentions and destination images. The findings offer valuable insights for travel vloggers and tourism marketers, suggesting ways to harness the appeal of travel vlogs in destination marketing activities.

2023

英文

150

Acknowledgements III
Abstract IV
List of Figures IX
List of Tables X
Chapter One Introduction 1
1.1 Research Background 1
1.1.1 Background 1
1.1.2 Theoretical Background 6
1.1.3 Research Gaps 9
1.2 Research Purposes 9
1.3 Research questions 10
1.4 Research Objectives 10
1.5 Research Significance 11
1.5.1 Practical Significance 11
1.5.2 Theoretical Significance 11
1.6 Research Process 12
Chapter Two Literature Review 14
2.1 Vlog Research Status 14
2.1.1 The Rise and Research Progress of Vlog 14
2.1.2 The Rise and Research Progress of Travel Vlog 17
2.1.3 Summary 19
2.2 Theoretical Basis 20
2.2.1 The S–O–R Framework 20
2.2.2 Relevant Research of the S–O–R Framework 23
2.2.3 Summary 31
2.3 Danmu Technology Features 31
2.3.1 Definition of Danmu Technology Features 31
2.3.2 The Influencing Factors of Danmu Technology Features 33
2.3.3 Relevant Research of Danmu Technology Features 34
2.3.4 Summary 36
2.4 Information Quality of Vlog 37
2.4.1 Definition of Information Quality of Vlog 37
2.4.2 The Influencing Factors of Information Quality of Vlog 38
2.4.3 Relevant Research of Information Quality of Vlog 40
2.4.4 Summary 42
2.5 Source Characteristics of Vlogger 42
2.5.1 Definition of Source Characteristics of Vlogger 42
2.5.2 The Influencing Factors of Source Characteristics of Vlogger 43
2.5.3 Relevant Research of Source Characteristics of Vlogger 44
2.5.4 Summary 45
2.6 Para-social Interaction 46
2.6.1 Definition of Para-social Interaction 46
2.6.2 The Influencing Factors of Para-social Interaction 47
2.6.3 Relevant Research of Para-social Interaction 49
2.6.4 Summary 51
2.7 Attitude Towards the Travel Vlog 51
2.7.1 Definition of Attitude Towards the Travel Vlog 51
2.7.2 The Influencing Factors of Attitude Towards the Travel Vlog 53
2.7.3 Relevant Research of Attitude Towards the Travel Vlog 53
2.7.4 Summary 54
2.8 Destination Image 54
2.8.1 Definition of Destination Image 54
2.8.2 The Influencing Factors of Destination Image 55
2.8.3 Relevant Research of Destination Image 57
2.8.4 Summary 58
2.9 Travel Intention 59
2.9.1 Definition of Travel Intention 59
2.9.2 The Influencing Factors of Travel Intention 60
2.9.3 Relevant Research of Travel Intention 61
2.9.4 Summary 63
2.10 Analysis of Variable Relationships 63
2.10.1 Impact of Danmu Technical Features on Vlog Information Quality, Vlogger Source Characteristics, and Para-social Interaction 63
2.10.2 Influence of Vlog Information Quality on Para-social Interaction 66
2.10.3 Impact of Vlogger Source Characteristics on Para-social Interaction 67
2.10.4 Examining the Interrelationships among Para-social Interaction, Attitude Towards Travel Vlogs, Destination Image, and Travel Intentions 68
2.10.5 Mediating Effects of Vlog Information Quality and Vlogger Source Characteristics in the Relationship between Danmu Technical Features and Para-social Interaction 70
Chapter Three Methodologies 73
3.1 Research Model and Hypothesis 74
3.2 Methodology of the Research 75
3.3 Sampling and Sample Size 76
3.4 Questionnaire Development and Scale Selection 78
3.4.1 Danmu Technology Features Items 80
3.4.2 Information Quality of Vlog Items 81
3.4.3 Source Characteristics of Vlogger Items 82
3.4.4 Para-social Interaction Items 83
3.4.5 Attitude Towards the Travel Vlog Items 84
3.4.6 Destination Image Items 85
3.4.7 Travel Intention Items 86
3.4.8 Measurement of Demographic variable 86
3.5 Data Collection and Analysis Tools 87
3.5.1 Data Collection 87
3.5.2 Analysis Tools 89
3.6 Data Analysis 89
Chapter Four The Results 91
4.1 Descriptive Statistics 92
4.1.1 Response Rates 92
4.1.2 Demographics 93
4.2 Variables Analysis 95
4.2.1 Reliability Analysis 95
4.2.2 Validity Analysis 96
4.2.3 Means and standard deviations 100
4.2.4 Correlation Analysis 102
4.3 Result of Hypothesis Testing 103
Chapter Five Discussion and Conclusion 108
5.1 Discussion of Major Findings 108
5.2 Theoretical Implications 109
5.3 Practical Implications 110
5.4 Limitations and Recommendations for Future Research 111
5.5 Conclusion 112
References 113
Curriculum Vitae 137
Appendices 138

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