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

Yanyan Wang, Yann-Jou Lin and Bau-Show Lin
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Yanyan Wang: Department of Horticulture and Landscape Architecture, National Taiwan University, Taipei 10673, Taiwan
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

Sustainability, 2020, vol. 12, issue 15, 1-17

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.

Keywords: motivation; usage intention; travel intention; structural equation modelling (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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