- 期刊
小红书用户感知旅游平台形象的影响研究
Modeling the Impacts of Tourist Platform Image on Usage Intentions to Fans of Xiaohongshu
摘要
随着经济社会的不断发展，消费者对于旅游活动的需求持续的增加，这也为新媒体的发展建设奠定的夯实的基础。小红书平台推动了用户使用互联网的传统模式的发展，打造出一种全新的以原创分享的模式，充分调动了大众的积极性。本次研究针对小红书平台形象、平台感知质量以及平台知名度对平台使用意愿的影响，通过问卷调查取得了393份有效问卷，有效问卷率为99.2%。调查研究发现，小红书平台形象、平台感知质量以及平台知名度皆显着正向影响小红书平台的使用意愿。最后，建议小红书平台在开拓旅游用户时，政府应在在助力用户生成内容（UCG）平台的旅游经济发展的同时实时监管网民素质；业者应当加强基础设施建设的同时对传播者的专业水平提出更高的要求。
並列摘要
With the continuous development of economy and society, consumers' demand for tourism activities continues to increase, which also lays a solid foundation for the development and construction of new media. Xiaohongshu platform has promoted the development of the traditional mode of users using the Internet and created a brand new mode of original sharing, fully mobilizing the enthusiasm of the public. The purpose of the study is aiming at the influence of Xiaohongshu platform image, platform perceived quality and platform awareness on the intention to use the platform. This study obtained 393 effective questionnaires through questionnaire survey, and yield the effective rate of 99.2%. Through the survey, it was found that the platform image, perceived quality and platform awareness of Xiaohongshu platform had a significant positive impact on the intention to use the platform. Finally, the research suggests that when Xiaohongshu platform develops tourism users, the government should monitor the quality of Internet users in real time while helping the tourism economic development of user-generated content (UCG) platform. The industry should strengthen the construction of infrastructure and put forward higher requirements for the professional level of communicators.