社交媒体旅游推荐帖对用户旅游意愿的影响——信任的中介作用

The Impact of Social Media Tourism Recommendations on Users’ Travel Intentions—The Mediating Role of Trust

摘要: 在数字化时代，越来越多的用户选择通过社交媒体平台来展开旅游选择计划，尤其是利用小红书平台。目的：探讨小红书旅游推荐帖对用户旅游意愿的影响，并进一步研究信任在其中起到的中介作用。方法：运用技术接受模型、中介效应理论等构建了理论研究模型，进行实证分析。结果：1) 感知有用性和意见领袖均对旅游意愿有着显著正影响。2) 信任在两个自变量与旅游意愿之间均发挥着部分中介作用。结论：旅游推荐帖的内容有用性及发布者身份通过信任间接影响用户旅游意愿的生成，那些具有明确、实用信息和受信任的意见领袖推荐的内容能显著提升用户对目的地的兴趣。

Abstract: In the digital era, an increasing number of users rely on social media platforms, particularly Xiaohongshu (rednote), to plan their travel choices. Objective: This study investigates the impact of rednote travel recommendation posts on users’ travel intentions and explores the mediating role of trust in this relationship. Methods: A theoretical research model was developed based on the Technology Acceptance Model (TAM) and mediation effect theory, followed by empirical validation. Results: 1) Perceived usefulness and opinion leader endorsement exert significant positive effects on travel intention. 2) Trust plays partial mediating roles in the relationships between both independent variables (perceived usefulness and opinion leader influence) and travel intention. Conclusion: The usefulness of travel recommendation content and the identity of the poster indirectly shape users’ travel intentions through trust. Specifically, posts featuring clear, practical information and recommendations from trusted opinion leaders significantly enhance users’ interest in destinations.