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Exploring Short Video Application Users’ Visit Intention: Applying the Stimulus-Organism-Response Model

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  • Mao-Hua Li

Abstract

This paper aims to extend the Stimulus-Organism-Response (S-O-R) model to social media context in China and validate the positive influence between short video, destination image, perceived interactivity, and short video application users’ visit intention. Data were collected through an online survey, a PLS-SEM analysis was used. The results (n=236) show that video quality significantly affects both the cognitive and affective image of the video destination, and the perceived interactivity significantly influences their behavioral intention. This study makes up for the deficiency of the theoretical research of social media and helps tourism departments to develop appropriate promotion strategies to destinations.

Suggested Citation

  • Mao-Hua Li, 2019. "Exploring Short Video Application Users’ Visit Intention: Applying the Stimulus-Organism-Response Model," Asian Social Science, Canadian Center of Science and Education, vol. 15(12), pages 1-8, December.
    • Handle: RePEc:ibn:assjnl:v:15:y:2019:i:12:p:8
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    References listed on IDEAS

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    1. Molinillo, Sebastian & Liébana-Cabanillas, Francisco & Anaya-Sánchez, Rafael & Buhalis, Dimitrios, 2018. "DMO online platforms: Image and intention to visit," Tourism Management, Elsevier, vol. 65(C), pages 116-130.
    2. Sarstedt, Marko & Ringle, Christian M. & Smith, Donna & Reams, Russell & Hair, Joseph F., 2014. "Partial least squares structural equation modeling (PLS-SEM): A useful tool for family business researchers," Journal of Family Business Strategy, Elsevier, vol. 5(1), pages 105-115.
    3. Stylos, Nikolaos & Vassiliadis, Chris A. & Bellou, Victoria & Andronikidis, Andreas, 2016. "Destination images, holistic images and personal normative beliefs: Predictors of intention to revisit a destination," Tourism Management, Elsevier, vol. 53(C), pages 40-60.
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    More about this item

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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