The impact of social media on university students' revisit intention in sports tourism: A hybrid method based on SEM and ANN.

ABSTRACT: The primary aim of this study is to explore the influence of social media on university students' revisit intention in sports tourism, using Expectation-Confirmation Model and the Uses and Gratifications Theory. A structured questionnaire was distributed to a random sample of 435 students from three universities in Hubei Province to measure their self-reported responses across six constructs: perceived usefulness, information quality, perceived enjoyment, electronic word-of-mouth (eWOM), satisfaction, and revisit intention. Employing a hybrid approach of Structural Equation Modeling (SEM) and Artificial Neural Networks (ANN), the study explains the non-compensatory and non-linear relationships between predictive factors and university students' revisit intention in sports tourism. The resu

SUBMITTER: Li J 

PROVIDER: S-EPMC12040268 | biostudies-literature | 2025

REPOSITORIES: biostudies-literature