本校學位論文庫
CITYU Theses & Dissertations
論文詳情
侯逸婕
賴嘉偉
國際旅遊與管理學院
國際旅遊管理博士學位課程(英文學制)
博士
2023
中國單身女性炫耀旅遊動機 : 社交媒體上炫耀行為的中介作用
Motivations for Chinese single female to take bragging travel : Mediating role of bragging behaviour on social media
炫耀旅遊 ; 中國單身女性旅遊 ; 炫耀旅遊動機 ; 社交媒體
bragging travel ; Chinese single female travel ; bragging travel motivation ; social media
公開日期：23/6/2027
本文探討了中國單身女性“炫耀旅行”的動機，並考察了社交媒體平臺上的炫耀行為的仲介作用。“炫耀旅行”指的是通過旅行照片和社交媒體平臺上的帖子，故意展示奢華或異國情調的經歷，以獲得社會認可和地位的行為。本研究主要採用定量分析的方法來探討中國單身女性進行炫耀旅遊的潛在動機。理論框架借鑒了社會心理學、旅遊研究和社交媒體研究，為分析提供了多維視角。定量階段包括對中國單身女性的不同樣本進行大規模調查。樣本量約為635，抽樣方法為方便抽樣。該調查工具捕獲了人口統計資訊、社交媒體使用情況以及參與炫耀旅行的動機。利用描述性統計和PLS-SEM等資料分析技術，探索變數之間的關係，評估社交媒體吹牛行為的仲介作用。這項研究的發現揭示了中國單身女性參與炫耀旅行背後的動機。結果表明，印象管理、社會接受和認可、社會預感、自尊、伴侶價值、自我表達和自戀等因素之間存在複雜的相互作用;前五種動機同時對這兩種旅行中行為有正向影響，而自我表達只對線上自拍行為有正向影響，自戀對線上自拍行為沒有正向影響。其中，配偶價值是本研究的創新發現。此外，該研究還表明，社交媒體上的吹噓行為是一種重要的仲介機制，它放大了人們的動機，強化了人們對社會認可的渴望。這項研究的意義是雙重的。首先，該研究有助於理解社交媒體和自我表現背景下的旅行行為。本研究通過揭示中國單身女性吹牛行為的動機及其仲介作用，增強了我們對中國單身女性吹牛行為的潛在驅動機制的認識。其次，研究結果為行銷人員、旅遊專業人士和社交媒體平臺提供了有價值的見解，這些平臺希望更好地瞭解和迎合這一特定的目標受眾。綜上所述，本研究探討了中國單身女性進行吹牛旅行的動機，並考察了社交媒體上吹牛行為的仲介作用。該研究通過提供對影響這一現象的潛在因素和過程的全面理解，為現有文獻做出了貢獻。這些發現對學術界、工業界和社會都有啟示意義，有助於更深入地瞭解數字時代的旅遊行為及其與社交媒體的交集。
This dissertation explores the motivations behind Chinese single females' inclination to engage in ‘bragging travel’ and examines the mediating role of their bragging behaviour on social media platforms. Bragging travel refers to the act of intentionally showcasing luxurious or exotic experiences through travel photos and posts on social media platforms with the intention of gaining social validation and status.
The study employs mainly quantitative approach to investigate the potential motivations driving Chinese single females to undertake bragging travel. The theoretical framework draws upon social psychology, tourism studies, and social media research, providing a multidimensional lens for analysis.
The quantitative phase involves a large-scale survey distributed to a diverse sample of Chinese single females. The sample size is about 635 and the sampling method is convenient sampling. The survey instrument captures demographic information, social media usage, and motivations for engaging in bragging travel. Data analysis techniques, including descriptive statistics and PLS-SEM, are utilized to explore the relationships among variables and assess the mediating effect of bragging behaviour on social media.
The findings of this research shed light on the motivations behind Chinese single females' engagement in bragging travel. The results reveal a complex interplay of factors including impression management, social acceptance and approval, social-boding, self-esteem, mate value, self-expression, and narcissism; The first five motivations can positively influence the two during-trip behaviours at the same time while self-expression only have positive effect on the behaviour of posting selfies online and narcissism does not have a positive effect on the behaviour of posting selfies online. Among them, mate value is an innovative finding in this study. Additionally, the study demonstrates that bragging behaviour on social media acts as a significant mediating mechanism, amplifying motivations and reinforcing the desire for social recognition.
The implications of this study are twofold. Firstly, the research contributes to the emerging field of understanding travel behaviour in the context of social media and self-presentation. By uncovering the motivations and mediating role of bragging behaviour, this study enhances our knowledge of the underlying mechanisms driving bragging travel among Chinese single females. Secondly, the findings provide valuable insights for marketers, tourism professionals, and social media platforms seeking to better understand and cater to this specific target audience.
In conclusion, this study explores the motivations for Chinese single females to undertake bragging travel and investigates the mediating role of bragging behaviour on social media. The study contributes to the existing literature by offering a comprehensive understanding of the underlying factors and processes that influence this phenomenon. The findings have implications for academia, industry, and society, facilitating a deeper understanding of travel behaviour and its intersection with social media in the digital age.
The study employs mainly quantitative approach to investigate the potential motivations driving Chinese single females to undertake bragging travel. The theoretical framework draws upon social psychology, tourism studies, and social media research, providing a multidimensional lens for analysis.
The quantitative phase involves a large-scale survey distributed to a diverse sample of Chinese single females. The sample size is about 635 and the sampling method is convenient sampling. The survey instrument captures demographic information, social media usage, and motivations for engaging in bragging travel. Data analysis techniques, including descriptive statistics and PLS-SEM, are utilized to explore the relationships among variables and assess the mediating effect of bragging behaviour on social media.
The findings of this research shed light on the motivations behind Chinese single females' engagement in bragging travel. The results reveal a complex interplay of factors including impression management, social acceptance and approval, social-boding, self-esteem, mate value, self-expression, and narcissism; The first five motivations can positively influence the two during-trip behaviours at the same time while self-expression only have positive effect on the behaviour of posting selfies online and narcissism does not have a positive effect on the behaviour of posting selfies online. Among them, mate value is an innovative finding in this study. Additionally, the study demonstrates that bragging behaviour on social media acts as a significant mediating mechanism, amplifying motivations and reinforcing the desire for social recognition.
The implications of this study are twofold. Firstly, the research contributes to the emerging field of understanding travel behaviour in the context of social media and self-presentation. By uncovering the motivations and mediating role of bragging behaviour, this study enhances our knowledge of the underlying mechanisms driving bragging travel among Chinese single females. Secondly, the findings provide valuable insights for marketers, tourism professionals, and social media platforms seeking to better understand and cater to this specific target audience.
In conclusion, this study explores the motivations for Chinese single females to undertake bragging travel and investigates the mediating role of bragging behaviour on social media. The study contributes to the existing literature by offering a comprehensive understanding of the underlying factors and processes that influence this phenomenon. The findings have implications for academia, industry, and society, facilitating a deeper understanding of travel behaviour and its intersection with social media in the digital age.
2024
英文
256
Content
Acknowledgements I
Abstract III
Content V
List of Figures X
List of Tables XI
Chapter One Introduction 1
1.1 Background 1
1.1.1 Industry background 1
1.1.2 Theoretical background 2
1.2 Research problem 8
1.3 Research questions and objectives 11
1.4 Research methods 12
1.5 Significance of the research 14
1.5.1 Theoretical significance 14
1.5.2 Practical significance 16
1.6 Thesis structure 18
Chapter Two Literature Review 23
2.1 Theoretical foundation 23
2.1.1 Travel Motivations 23
2.1.2 Self-Presentation on Social Media 27
2.2 Female tourism 35
2.3 Single tourism 40
2.3.1 Single female travel 43
2.3.2 Single female travel in China 45
2.4 Luxury tourism 49
2.4.1 luxury tourism in China 53
2.5 Travel bragging 57
2.5.1 Impression management 60
2.5.2 Social acceptance and approval 62
2.5.3 Self-expression 65
2.5.4 Social-bonding 67
2.5.5 Self-esteem 69
2.5.6 Mate value 71
2.5.7 Narcissism 73
2.6 Behavioural intention 74
2.6.1 Behaviour of browsing Moments 76
2.6.2 Behaviour of posting selfies online 79
Chapter Three Research methods 83
3.1 Research model and hypotheses 83
3.1.1 Impression management 88
3.1.2 Social acceptance and approval 90
3.1.3 Self-expression 92
3.1.4 Social-bonding 94
3.1.5 Self-esteem 95
3.1.6 Mate value 98
3.1.7 Narcissism 100
3.1.8 Behaviour of browsing Moments 102
3.1.9 Behaviour of posting selfies online 103
3.1.10 Summary of the research model 105
3.2 Measurement Scales 106
3.3 Questionnaire design 114
3.4 Face validity and content validity 115
3.4.1 Panel Review 115
3.4.2 The pilot test 116
3.5 Data collection and sampling method 119
3.5.1 Sampling method 119
3.5.2 Data collection 121
3.6 Data analysis 122
3.6.1 Descriptive analysis 123
3.6.2 Reliability analysis 124
3.6.3 Validity analysis 125
3.6.4 Correlation analysis 127
3.6.5 PLS-SEM analysis 129
3.6.6 Collinearity analysis 131
Chapter Four Analysis Results 134
4.1 Sample and sample characteristic 134
4.1.1 Sample size 134
4.1.2 Sample characteristic 135
4.2 Descriptive statistics 138
4.3 Factor analysis 142
4.4 Reliability 143
4.5 Validity 145
4.5.1 Convergent validity 145
4.5.2 Discriminant validity 147
4.6 Structural model analysis 149
4.6.1 R-squared 149
4.6.2 Path Coefficients 150
4.6.3 Mediating effects 152
4.6.3 Collinearity test 154
4.6.4 Model test 156
Chapter Five Discussion 158
5.1 Discussion of results 159
5.1.1 Research question 1 - What are the motivations for Chinese single women to take bragging behaviour on social media? 159
5.1.2 Research question 2 -How these behaviour influence Chinese single women to decide to further bragging travel? 172
Chapter Six Conclusions 174
6.1 Theoretical contributions 175
6.2 Practical contributions 177
6.3 Limitations and recommendations 181
References 180
Appendices 248
Appendix I 248
The Questionnaire of Single Female Bragging Travel behaviour Research (Original English Edition) 248
Appendix II 252
The Questionnaire of Single Female Bragging Travel behaviour Research (Chinese Edition) 252
Acknowledgements I
Abstract III
Content V
List of Figures X
List of Tables XI
Chapter One Introduction 1
1.1 Background 1
1.1.1 Industry background 1
1.1.2 Theoretical background 2
1.2 Research problem 8
1.3 Research questions and objectives 11
1.4 Research methods 12
1.5 Significance of the research 14
1.5.1 Theoretical significance 14
1.5.2 Practical significance 16
1.6 Thesis structure 18
Chapter Two Literature Review 23
2.1 Theoretical foundation 23
2.1.1 Travel Motivations 23
2.1.2 Self-Presentation on Social Media 27
2.2 Female tourism 35
2.3 Single tourism 40
2.3.1 Single female travel 43
2.3.2 Single female travel in China 45
2.4 Luxury tourism 49
2.4.1 luxury tourism in China 53
2.5 Travel bragging 57
2.5.1 Impression management 60
2.5.2 Social acceptance and approval 62
2.5.3 Self-expression 65
2.5.4 Social-bonding 67
2.5.5 Self-esteem 69
2.5.6 Mate value 71
2.5.7 Narcissism 73
2.6 Behavioural intention 74
2.6.1 Behaviour of browsing Moments 76
2.6.2 Behaviour of posting selfies online 79
Chapter Three Research methods 83
3.1 Research model and hypotheses 83
3.1.1 Impression management 88
3.1.2 Social acceptance and approval 90
3.1.3 Self-expression 92
3.1.4 Social-bonding 94
3.1.5 Self-esteem 95
3.1.6 Mate value 98
3.1.7 Narcissism 100
3.1.8 Behaviour of browsing Moments 102
3.1.9 Behaviour of posting selfies online 103
3.1.10 Summary of the research model 105
3.2 Measurement Scales 106
3.3 Questionnaire design 114
3.4 Face validity and content validity 115
3.4.1 Panel Review 115
3.4.2 The pilot test 116
3.5 Data collection and sampling method 119
3.5.1 Sampling method 119
3.5.2 Data collection 121
3.6 Data analysis 122
3.6.1 Descriptive analysis 123
3.6.2 Reliability analysis 124
3.6.3 Validity analysis 125
3.6.4 Correlation analysis 127
3.6.5 PLS-SEM analysis 129
3.6.6 Collinearity analysis 131
Chapter Four Analysis Results 134
4.1 Sample and sample characteristic 134
4.1.1 Sample size 134
4.1.2 Sample characteristic 135
4.2 Descriptive statistics 138
4.3 Factor analysis 142
4.4 Reliability 143
4.5 Validity 145
4.5.1 Convergent validity 145
4.5.2 Discriminant validity 147
4.6 Structural model analysis 149
4.6.1 R-squared 149
4.6.2 Path Coefficients 150
4.6.3 Mediating effects 152
4.6.3 Collinearity test 154
4.6.4 Model test 156
Chapter Five Discussion 158
5.1 Discussion of results 159
5.1.1 Research question 1 - What are the motivations for Chinese single women to take bragging behaviour on social media? 159
5.1.2 Research question 2 -How these behaviour influence Chinese single women to decide to further bragging travel? 172
Chapter Six Conclusions 174
6.1 Theoretical contributions 175
6.2 Practical contributions 177
6.3 Limitations and recommendations 181
References 180
Appendices 248
Appendix I 248
The Questionnaire of Single Female Bragging Travel behaviour Research (Original English Edition) 248
Appendix II 252
The Questionnaire of Single Female Bragging Travel behaviour Research (Chinese Edition) 252
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