Exploring short video apps users’ travel behavior intention: Empirical analysis based on SVA-TAM model

Cheng Wang · Yating Zhang · Huawen James Shen

49 citations0/0 files storedFrontiers in Psychology

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Technology Adoption and User Behaviour Diverse Aspects of Tourism Research Digital Marketing and Social Media

Abstract

Social media had made significant effect on the tourism and hospitality industry. Among diverse types of social media platforms, short video apps (SVA) represented by TikTok or Douyin had brought great changes to the tourism industry. As new mobile technology platform, short video apps had changed the way for user to obtain travel information, make traveling plans and share the travel experience. Considering the new technology of SVA and the influence in tourism, this research aims to explore the SVA users' behavior intentions and the adopting of SVA for making travel decision. Therefore, the new SVA-TAM model is proposed based on the technology acceptance model (TAM), including two new variables: electronic word of mouth (eWOM) and electronic trust (eTrust). An online survey was conducted to short video apps users. PLS-SEM was implemented for data and structural equations analysis of the final obtained 302 samples. In terms of the relationship between variables, this study found that user perceptions of SVA on usefulness and ease of use are powerful predictors of attitudes toward using SVA for travel planning, which maintains consistency with the outcome of previous TAM studies. Additionally, eWOM and eTrust positively influence user attitudes toward using SVA for travel planning even for destination decisions. Therefore, the short video apps should be taken into consideration for tourism marketing and destination branding owes to the effect on the potential users' behavior intentions.

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References

1975Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research 2011PLS-SEM: Indeed a Silver Bullet 2014Partial least squares structural equation modeling (PLS-SEM)2016Using PLS path modeling in new technology research: updated guidelines 2003Consumer Acceptance of Electronic Commerce: Integrating Trust and Risk with the Technology Acceptance Model 1993User acceptance of information technology: system characteristics, user perceptions and behavioral impacts 1998Initial Trust Formation in New Organizational Relationships 2005The Ties That Bind: Measuring the Strength of Consumers’ Emotional Attachments to Brands

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2023Using TikTok in tourism destination choice: A young Chinese tourists' perspective 2022Exploring factors influencing travel information-seeking intention on short video platforms 2024Evolution of TAM 2025The intention to use short videos for health information among Chinese adults: Based on the technology acceptance model 2024Revolution of TAM

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