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The Factors that Affect Usage Intentions and Travel Intentions of Travel-Related WeChat Official Accounts
| Content Provider | MDPI |
|---|---|
| Author | Wang, Yanyan Lin, Yann-Jou Lin, Bau-Show |
| Copyright Year | 2020 |
| Description | WeChat Official Accounts (WOAs)—a feature of WeChat—are thriving. However, studies on travel-related WOAs remain scarce and lack depth. This study aimed to identify the factors that influence usage intentions and travel intentions in regard to travel-related WOAs. Based on the Uses and Gratifications (U&G) theory, this study developed a theoretical model and examined the model through a web-based questionnaire. The questionnaire was distributed through the online survey tool Sojump. After analyzing the obtained data via structural equation modeling, the results revealed that: (1) social, entertainment, and information motivations are the primary factors influencing usage intentions; (2) information and entertainment motivations are important factors influencing travel intentions; and (3) usage intentions positively affect travel intentions and play a mediating role. The findings carry theoretical and practical significance regarding how travel-related WOAs can improve users’ usage and travel intentions, as well as value for the actual management and marketing of WOAs. |
| Starting Page | 6108 |
| e-ISSN | 20711050 |
| DOI | 10.3390/su12156108 |
| Journal | Sustainability |
| Issue Number | 15 |
| Volume Number | 12 |
| Language | English |
| Publisher | MDPI |
| Publisher Date | 2020-07-29 |
| Access Restriction | Open |
| Subject Keyword | Sustainability Tourism, Leisure, Sport and Hospitality Motivation Usage Intention Travel Intention Structural Equation Modelling |
| Content Type | Text |
| Resource Type | Article |
