本校學位論文庫
CITYU Theses & Dissertations
論文詳情
佘自强
林冰娜
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
2023
How the short videos affect the behavior intention : The role of authenticity and narrative transportation
How the short videos affect the behavior intention : The role of authenticity and narrative transportation
社會服務景觀 ; PLS-SEM模型 ; 真實性 ; 敘事傳輸 ; 行為意圖
social servicescape ; PLS-SEM ; authenticity ; narrative transportation ; behavior intention
公開日期：29/5/2027
本研究採用 PLS-SEM 分析方法，通過收集到的 351 份調查資料，運用定量分析方法探討了短視頻中社會服務場景中的人或物（相似性、外觀、行為）是如何讓觀看者感到真實並沉浸其中，從而產生行動意願的。研究結果表明，短片中的人或物與自身的相似性、吸引人的外表以及符合社會規範的行為，都會顯著增強觀眾的真實感和沉浸感。這反過來又會鼓勵觀眾產生更強烈的行為意向，如遊覽景點和在風景如畫的地方用餐。本研究全面揭示了旅遊短視頻傳播的影響機制，為相關領域的學術研究和實際應用提供了有價值的參考。後續的研究機會可能包括深入探討不同背景下的各種影響因素，拓寬模型的適用性，以及為不同的受眾群體量身定制傳播策略。
Adopting PLS-SEM analysis, through 351 surveys of data collected, the study used quantitative analysis methods to explore how people or objects (similarity, appearance, behavior) in the social servicescape in short videos made the viewer feels real and immersed in them, thus generating a willingness to act. According to research findings, the viewers’ sense of reality and immersion are significantly enhanced by the similarity between the people or objects in the short film and themselves, their attractive appearance, and their behavior that complies with social norms. This, in turn, encourages the audience to engage in more intense behavioral intentions, such as visiting attractions and dining at picturesque locations. This study offers a comprehensive insight into the impact mechanisms of short-video tourism communication, serving as a valuable reference for academic research and practical applications in relevant fields. Subsequent research opportunities may involve delving into various influencing factors across diverse contexts, broadening the model's applicability, and crafting tailored communication strategies for distinct audience segments.
2024
英文
133
Acknowledgement II
Abstract III
Content IV
List of Figures VI
List of Tables VII
Chapter One Introduction 1
1.1 Research background 1
1.1.1 Short video background 1
1.1.2 Short video publicity background 4
1.1.3 Short video publicity in macau 6
1.2 Research questions and objectives 7
1.3 Research methods 8
1.3.1 Quantitative analysis 9
1.3.2 Data analysis 10
1.4 Significance of the study 11
1.4.1 Theoretical significance 11
1.4.2 Practical significance 12
1.5 Research flowchart 16
Chapter Two Literature Review 17
2.1 Short video 17
2.1.1 Definition of the short video 17
2.1.2 Research on short video 18
2.2 Tourist gaze: theoretical foundation 21
2.2.1 Definition of tourist gaze 21
2.2.2 Research on tourist gaze 22
2.3 Social servicescape 24
2.3.1 Definition of social servicescape 24
2.3.2 Definition of similarity 26
2.3.3 Definition of appearance 28
2.3.4 Definition of behavior 29
2.3.5 Research on similarity, appearance and behavior 31
2.4 Authenticity 32
2.4.1 Definition of authenticity 32
2.4.2 Research on authenticity 35
2.5 Narrative transportation 36
2.5.1 Definition of narrative transportation 36
2.5.2 Research on narrative transportation 38
2.6 Behavior intention 39
2.6.1 Definition of behavior intention 39
2.6.2 Research on behavior intention 40
2.7 Hypothetical development 42
2.7.1 Similarity, authenticity and narrative transportation 42
2.7.2 Appearance, authenticity and narrative transportation 44
2.7.3 Behavior, authenticity and narrative transportation 46
2.7.4 Authenticity and narrative transportation 49
2.7.5 Authenticity and behavior intention 50
2.7.6 Narrative transportation and behavior intention 51
2.8 Conceptual model 53
Chapter Three Methodology 54
3.1 Questionnaire design 54
3.1.1 Similarity measurement scale 54
3.1.2 Appearance measurement scale 54
3.1.3 Behavior measurement scale 55
3.1.4 Authenticity measurement scale 56
3.1.5 Narrative transportation measurement scale 57
3.1.6 Behavior intention measurement scale 58
3.2 Data collection 59
3.2.1 Methods of analysis 59
3.2.2 Site selection 59
3.2.3 Data collection 60
3.2.4 Data quality control 61
3.2.5 Data collection time plan 62
3.2.6 Respondent criteria 63
Chapter Four Results 65
4.1 Sample profile 65
4.2 Data normality and common method variance 66
4.3 Reliability and validity 68
4.3.1 Reliability analysis 68
4.3.2 Validity analysis 71
4.4 Structural model analysis 72
Chapter Five Conclusion 76
5.1 Discussion 76
5.2 Theoretical implication 80
5.3 Practical implications 84
5.4 Limitation and future research 87
References 89
Appendices 115
Appendix 1 115
Appendix 2 121
Abstract III
Content IV
List of Figures VI
List of Tables VII
Chapter One Introduction 1
1.1 Research background 1
1.1.1 Short video background 1
1.1.2 Short video publicity background 4
1.1.3 Short video publicity in macau 6
1.2 Research questions and objectives 7
1.3 Research methods 8
1.3.1 Quantitative analysis 9
1.3.2 Data analysis 10
1.4 Significance of the study 11
1.4.1 Theoretical significance 11
1.4.2 Practical significance 12
1.5 Research flowchart 16
Chapter Two Literature Review 17
2.1 Short video 17
2.1.1 Definition of the short video 17
2.1.2 Research on short video 18
2.2 Tourist gaze: theoretical foundation 21
2.2.1 Definition of tourist gaze 21
2.2.2 Research on tourist gaze 22
2.3 Social servicescape 24
2.3.1 Definition of social servicescape 24
2.3.2 Definition of similarity 26
2.3.3 Definition of appearance 28
2.3.4 Definition of behavior 29
2.3.5 Research on similarity, appearance and behavior 31
2.4 Authenticity 32
2.4.1 Definition of authenticity 32
2.4.2 Research on authenticity 35
2.5 Narrative transportation 36
2.5.1 Definition of narrative transportation 36
2.5.2 Research on narrative transportation 38
2.6 Behavior intention 39
2.6.1 Definition of behavior intention 39
2.6.2 Research on behavior intention 40
2.7 Hypothetical development 42
2.7.1 Similarity, authenticity and narrative transportation 42
2.7.2 Appearance, authenticity and narrative transportation 44
2.7.3 Behavior, authenticity and narrative transportation 46
2.7.4 Authenticity and narrative transportation 49
2.7.5 Authenticity and behavior intention 50
2.7.6 Narrative transportation and behavior intention 51
2.8 Conceptual model 53
Chapter Three Methodology 54
3.1 Questionnaire design 54
3.1.1 Similarity measurement scale 54
3.1.2 Appearance measurement scale 54
3.1.3 Behavior measurement scale 55
3.1.4 Authenticity measurement scale 56
3.1.5 Narrative transportation measurement scale 57
3.1.6 Behavior intention measurement scale 58
3.2 Data collection 59
3.2.1 Methods of analysis 59
3.2.2 Site selection 59
3.2.3 Data collection 60
3.2.4 Data quality control 61
3.2.5 Data collection time plan 62
3.2.6 Respondent criteria 63
Chapter Four Results 65
4.1 Sample profile 65
4.2 Data normality and common method variance 66
4.3 Reliability and validity 68
4.3.1 Reliability analysis 68
4.3.2 Validity analysis 71
4.4 Structural model analysis 72
Chapter Five Conclusion 76
5.1 Discussion 76
5.2 Theoretical implication 80
5.3 Practical implications 84
5.4 Limitation and future research 87
References 89
Appendices 115
Appendix 1 115
Appendix 2 121
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