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The Factors that Affect Usage Intentions and Travel Intentions of Travel-Related WeChat Official Accounts

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  • Yanyan Wang

    (Department of Horticulture and Landscape Architecture, National Taiwan University, Taipei 10673, Taiwan
    Strait College, Minjiang University, Fuzhou 350108, China)

  • Yann-Jou Lin

    (Department of Horticulture and Landscape Architecture, National Taiwan University, Taipei 10673, Taiwan)

  • Bau-Show Lin

    (Department of Horticulture and Landscape Architecture, National Taiwan University, Taipei 10673, Taiwan)

Abstract

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.

Suggested Citation

  • Yanyan Wang & Yann-Jou Lin & Bau-Show Lin, 2020. "The Factors that Affect Usage Intentions and Travel Intentions of Travel-Related WeChat Official Accounts," Sustainability, MDPI, vol. 12(15), pages 1-17, July.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:15:p:6108-:d:391475
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    References listed on IDEAS

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    Cited by:

    1. Shan Wang & Ivan Ka-Wai Lai & Jose Weng-Chou Wong, 2022. "An Exploratory Study of Pandemic-Restricted Travel—A New Form of Travel Pattern on the during- and Post-COVID-19 Era," IJERPH, MDPI, vol. 19(7), pages 1-16, March.

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