本校學位論文庫
CITYU Theses & Dissertations
論文詳情
聂艺童
范雪丰
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
Users' Acceptance of Using Social Media in Tourism : A Case Study of XiaoHongShu
Users' Acceptance of Using Social Media in Tourism : A Case Study of XiaoHongShu
社交媒體 ; 小紅書 ; TAM模型
Social Media ; XiaoHongShu ; TAM model
近年來，社交媒體發展迅速。在中國，小紅書在酒店業和旅遊業的發展中發揮著越來越重要的作用。本研究借鑒前人的研究成果，綜合信任因素和技術接受模型，收集323份有效問卷，探究小紅書用戶對其應用於旅遊領域的接受程度，並對受訪者進行分組比較研究，具有一定的理論和現實意義。研究表明，感知有用性、感知易用性和信任對小紅書的用戶使用態度有正向影響。使用小紅書的態度對用戶的使用意願有正向影響。
Social media has been growing rapidly in recent years. In China, XiaoHongShu plays an increasingly important role in development of hospitality and tourism. This study draws on the research results of previous scholars, integrates trust factors and technology acceptance models, collects 323 valid questionnaire, to study XiaoHongShu users' acceptance of applying it in tourism, and conducts a comparative study of respondents in groups, which has certain theoretical and practical significance. Research indicates that perceived usefulness, perceived ease of use and trust have positive impact on attitude toward using XiaoHongShu. Attitude toward using XiaoHongShu has a positive impact on users' intention.
2023
英文
102
Acknowledgements I
Abstract II
List of Tables V
List of Figures VI
Chapter One Introduction 1
1.1 Research Background 1
1.1.1 Social Media 1
1.1.2 XiaoHongShu 2
1.2 Research Gap and Problem Statement 3
1.3 The Purpose of the Study 4
1.4 Significance of the Study 5
1.5 Thesis Layout 6
Chapter Two Literature Review 8
2.1 Social Media 8
2.1.1 Definition of Social Media 8
2.1.2 Characteristics of Social Media 10
2.1.3 Social Media Related Research 11
2.1.4 The Importance of Social Media 12
2.2 Technology Acceptance Model (TAM) 14
2.3 Perceived Usefulness 18
2.3.1 Definition of Perceptual Usefulness 18
2.3.2 Research Related to Perceived Usefulness 19
2.4 Perceived Ease of Use 20
2.4.1 Definition of Perceived Ease of Use 20
2.4.2 Research Related to Perceived Ease of Use 21
2.5 Trust 22
2.5.1 Definition of Trust 22
2.5.2 Research on Trust 22
2.6 Attitude and Intention 24
2.6.1 Definition of Attitude and Intention 24
2.6.2 Related Studies 24
2.7 Hypotheses 25
Chapter Three Methodology 27
3.1 Research Design 27
3.2 Questionnaire Design 28
3.3 Data Collection 31
3.4 Data Analysis 32
3.4.1 Descriptive Analysis 32
3.4.2 Reliability and Validity 33
3.4.3 T-test 33
3.4.4 ANOVA 33
Chapter Four Findings 35
4.1 Descriptive Analysis 35
4.2 Exploratory Factor Analysis 37
4.3 Reliability and Validity 40
4.3.1 Reliability Analysis 40
4.3.2 Validity Analysis 41
4.4 Correlation Analysis 42
4.5 Confirmatory Factor Analysis 44
4.5.1 Measurement Model of Perceived Usefulness 44
4.5.2 Measurement Model of Ease of Use 46
4.5.3 Measurement Model of Trust 48
4.5.4 Measurement Model of Attitude 49
4.5.5 Measurement Model of Intention 50
4.5.6 The Overall Measurement Model 53
4.6 Structural Equation Modeling 57
4.6 T-test and ANOVA 60
Chapter Five Discussion, Recommendation and Limitation 78
5.1 Discussion 78
5.1.1 The Impact of Perceived Usefulness on Attitude 78
5.1.2 The Impact of Perceived Ease of Use on Attitude 78
5.1.3 The Impact of Trust on Attitude 79
5.1.4 The Impact of Attitude on Intention 80
5.2 Summary 80
5.3 Recommendation 82
5.3.1 Enhance the Perceived Usefulness and Perceived Ease of Use of XiaoHongShu 82
5.3.2 Enhance the Authenticity of Travel Information in XiaoHongShu 83
5.3.3 Value and Build XiaoHongShu Key Tourism Opinion Leaders 85
5.3.4 Provide Customized Services for Different Users of XiaoHongShu 86
5.4 Limitation and Future Research 87
References 90
Curriculum Vitae 101
Appendices 102
Appendix 1. Questionnaire 102
Abstract II
List of Tables V
List of Figures VI
Chapter One Introduction 1
1.1 Research Background 1
1.1.1 Social Media 1
1.1.2 XiaoHongShu 2
1.2 Research Gap and Problem Statement 3
1.3 The Purpose of the Study 4
1.4 Significance of the Study 5
1.5 Thesis Layout 6
Chapter Two Literature Review 8
2.1 Social Media 8
2.1.1 Definition of Social Media 8
2.1.2 Characteristics of Social Media 10
2.1.3 Social Media Related Research 11
2.1.4 The Importance of Social Media 12
2.2 Technology Acceptance Model (TAM) 14
2.3 Perceived Usefulness 18
2.3.1 Definition of Perceptual Usefulness 18
2.3.2 Research Related to Perceived Usefulness 19
2.4 Perceived Ease of Use 20
2.4.1 Definition of Perceived Ease of Use 20
2.4.2 Research Related to Perceived Ease of Use 21
2.5 Trust 22
2.5.1 Definition of Trust 22
2.5.2 Research on Trust 22
2.6 Attitude and Intention 24
2.6.1 Definition of Attitude and Intention 24
2.6.2 Related Studies 24
2.7 Hypotheses 25
Chapter Three Methodology 27
3.1 Research Design 27
3.2 Questionnaire Design 28
3.3 Data Collection 31
3.4 Data Analysis 32
3.4.1 Descriptive Analysis 32
3.4.2 Reliability and Validity 33
3.4.3 T-test 33
3.4.4 ANOVA 33
Chapter Four Findings 35
4.1 Descriptive Analysis 35
4.2 Exploratory Factor Analysis 37
4.3 Reliability and Validity 40
4.3.1 Reliability Analysis 40
4.3.2 Validity Analysis 41
4.4 Correlation Analysis 42
4.5 Confirmatory Factor Analysis 44
4.5.1 Measurement Model of Perceived Usefulness 44
4.5.2 Measurement Model of Ease of Use 46
4.5.3 Measurement Model of Trust 48
4.5.4 Measurement Model of Attitude 49
4.5.5 Measurement Model of Intention 50
4.5.6 The Overall Measurement Model 53
4.6 Structural Equation Modeling 57
4.6 T-test and ANOVA 60
Chapter Five Discussion, Recommendation and Limitation 78
5.1 Discussion 78
5.1.1 The Impact of Perceived Usefulness on Attitude 78
5.1.2 The Impact of Perceived Ease of Use on Attitude 78
5.1.3 The Impact of Trust on Attitude 79
5.1.4 The Impact of Attitude on Intention 80
5.2 Summary 80
5.3 Recommendation 82
5.3.1 Enhance the Perceived Usefulness and Perceived Ease of Use of XiaoHongShu 82
5.3.2 Enhance the Authenticity of Travel Information in XiaoHongShu 83
5.3.3 Value and Build XiaoHongShu Key Tourism Opinion Leaders 85
5.3.4 Provide Customized Services for Different Users of XiaoHongShu 86
5.4 Limitation and Future Research 87
References 90
Curriculum Vitae 101
Appendices 102
Appendix 1. Questionnaire 102
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2.Al-Sobhi, F., Weerakkody, V., & El-Haddadeh, R. (2011, August). The relative importance of intermediaries in egovernment adoption: A study of Saudi Arabia. Proceedings of 10th IFIP WG 8.5 international conference on electronic government, 62-74.
3.Amaro, S., & Duarte, P. (2015). An integrative model of consumers' intentions to purchase travel online. Tourism Management, 46, 64-79.
4.Ayeh, J. K. (2015). Travelers' acceptance of consumer-generated media: an integrated model of technology acceptance and source credibility theories. Computers in Human Behavior, 48, 173-180.
5.Ayeh, J.K., Au, N. and Law, R. (2013). Predicting the intention to use consumer-generated media for travel planning. Tourism Management, 35, 132-143.
6.Ben-Shaul, M. and Reichel, A. (2018). Motives, Modes of participation, and loyalty intentions of Facebook tourism Brand page consumers. Journal of Travel Research, 57(4), 453-471.
7.Berne, C., Garcia-Gonzalez, M., & Mugica, J. (2012). How ICT shifts the power balance of tourism distribution channels. Tourism Management, 33(1), 205–214.
8.Blau, P. M. (1964). Exchange and Power in Social Life. John Wiley & Sons.
9.Borrero, J. D., Yousafzai, S. Y., Javed, U., & Page, K. L. (2014). Expressive participation in Internet social movements: Testing the moderating effect of technology readiness and sex on student SNS use. Computers in Human Behavior, 30, 39-49.
10.Carter, L., & Schaupp, L. C. (2008). Efficacy and acceptance in e-file adoption. Proceedings of 14th Americas conference on information systems, 320.
11.Casey, T., & Wilson-Evered, E. (2012). Predicting uptake of technology innovations in online family dispute resolution services: An application and extension of the UTAUT. Computers in Human Behavior, 28(6), 2034-2045.
12.Castaneda, J. A., Frías, D. M., & Rodríguez, M. A. (2009). Antecedents of internet acceptance and use as an information source by tourists. Online Information Review, 33(3), 548-567.
13.Chen, L. (2022). The impact of tourist destination image on tourist satisfaction in the context of social media - the role of tourist involvement and trust. Business Economics Research (01), 185-188.
14.Chiu, C.-M., & Wang, E. T. G. (2008). Understanding Web-based learning continuance intention: The role of subjective task value. Information & Management, 45(3), 194-201.
15.Creswell, J. W. (2003). Research design: Qualitative, quantitative, and mixed methods approach (2nd ed.). Thousand Oaks, CA: Sage Publications.
16.Dasgupta, P. (1988). Trust as a Commodity. Trust. 49-72.
17.Davis, F.D., (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319–339.
18.Davis, F.D., Bagozzi, R.P., Warshaw, P.R., (1989). A comparison of two theoretical models. Management Science, 35 (8), 982-1003.
19.Denzin, N., & Lincoln, Y. (2002). The qualitative inquiry reader. Thousand Oaks, CA: Sage Publications.
20.Dholakia, U.M., Bagozzi, R.P., (2001). Consumer behavior in digital environments. In: Wind, J., Mahajan, V. (Eds.), Digital Marketing: Global Strategies from the World's Leading Experts. Wiley, New York, 163-200.
21.Drennan, J., Kennedy, J., & Pisarski, A. (2005). Factors affecting student attitudes toward flexible online learning in management education. The Journal of Educational Research, 98(6), 331-338.
22.Drury, G., (2008). Social media: should marketers engage and how can it be done effectively? Journal of Direct, Data and Digital Marketing Practice, 9(3), 274-277.
23.Easterby-Smith, M., Thorpe, R., & Lowe, A. (2002). Management research (2nd ed.).Thousand Oaks, CA: Sage Publications.
24.El-Masry, A. A. (2016).Understanding consumer intention to participate in online travel community and effects on consumer intention to purchase travel online and WOM: an integration of innovation diffusion theory and TAM with trust. Computers in Human Behavior, 60, 97-111.
25.Fishbein, M., Ajzen, I., (1975). Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research. Addison-Wesley, Reading, MA.
26.Fukuyama, F. (1995). Trust: The Social Virtues and the Creation of Prosperity, The Free Press.
27.Gambetta, D. G. (1988). Can We Trust Trust. Trust. 213-237.
28.Gefen, D. (2003). Trust and TAM in online shopping: an Integrated model. MIS Quarterly, 27(1), 51-90.
29.Gulati, R. (1995). Does Familiarity Breed Trust? The Implications of Repeated Ties for Contractual Choice in Alliances. Academy of Management Journal, 38(1), 85-112.
30.Ha, S. (2008). Consumer E-shopping acceptance: antecedents in a technology acceptance model. Journal of Business Research, 62(5), 565-571.
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