The effects of parasocial interaction, authenticity, and self-congruity on the formation of consumer trust in online travel agencies

被引：116
作者：
Chen, Xiaohua [1 ,2 ]
Hyun, Sunghyup Sean [3 ]
Lee, Timothy J. [4 ,5 ]
机构：
[1] Henan Univ, Sch Cultural Ind & Tourism Management, Kaifeng, Peoples R China
[2] Hanyang Univ, China Tourism Acad, Data Ctr, Minist Culture & Tourism, Kaifeng, Peoples R China
[3] Hanyang Univ, Sch Tourism, 222 Wangsimni Ro, Seoul 04763, South Korea
[4] Macau Univ Sci & Technol MUST, Fac Hospitality & Tourism Management, Ave Wai Long, Taipa, Macao, Peoples R China
[5] Griffith Univ, Griffith Inst Tourism GIFT, Griffith Business Sch, Brisbane, Qld, Australia
来源：
INTERNATIONAL JOURNAL OF TOURISM RESEARCH | 2022年 / 24卷 / 04期
关键词：
authenticity; consumer trust; influencer marketing; online travel agency; parasocial interaction theory; self-congruity theory; SOURCE CREDIBILITY; BRAND AUTHENTICITY; PERCEIVED RISK; ATTITUDE; TOURISM; IMPACT; EXPERIENCE; BEHAVIOR; MEDIA; TRUSTWORTHINESS;
D O I：
10.1002/jtr.2522
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
This study uses the theories of parasocial interaction, perceived authenticity, and self-congruity to analyze the antecedents of source credibility and to confirm the positive effects of this on travel influencers when constructing travel platforms. The respondents are Chinese travelers who had used an online travel agency and who read influencer-generated content to search for tourism-related information. The results from the 420 valid questionnaires showed that users' perceived parasocial interaction, perceived authenticity, and self-congruity have positive effects on source credibility for influencers. The study provides theoretical and managerial backup for influencer marketing efforts and the content marketing of online travel platforms.
引用
收藏
页码：563 / 576
页数：14
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