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

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

SUBMITTER: Wang C 

PROVIDER: S-EPMC9355327 | biostudies-literature | 2022

REPOSITORIES: biostudies-literature