The effect of information presentation modes on tourists’ responses in Internet marketing: the moderating role of emotions

Ching Hsuan Yeh, Yi Shun Wang, Hsien Ta Li, Shuo Yan Lin

研究成果: Article同行評審

56 引文 斯高帕斯(Scopus)

摘要

In order to enhance our understanding of the effectiveness of information transmission through virtual reality (VR), this study used a modified stimulus–organism–response framework to examine the relationships between information presentation modes (VR versus picture), emotions (pleasure and arousal), and tourists’ responses, namely attention, interest, desire, and action (AIDA) in the context of Internet tourism marketing. Multivariate analysis of variance (MANOVA) and multivariate analysis of covariance (MANCOVA) were employed to analyze data gathered from 184 respondents participating in a factorial experimental design. The results indicated that compared with the picture mode, the VR mode had superior effects on tourists’ responses, but these superior effects were moderated by arousal. High-arousal tourists had stronger AIDA responses in the VR mode than in the picture mode. However, the stronger effects of the VR mode on tourists’ AIDA responses disappeared in the low-arousal group. The findings of this study provide several important theoretical and practical implications for Internet tourism marketing.

原文English
頁(從 - 到)1018-1032
頁數15
期刊Journal of Travel and Tourism Marketing
34
發行號8
DOIs
出版狀態Published - 2017 10月 13

All Science Journal Classification (ASJC) codes

  • 旅遊、休閒和酒店管理
  • 行銷

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