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Abstract

摘要

用户生成广告现已成为旅游消费者搜索目的地信息的重要渠道，如何充分利用这一商业趋势以发挥其积极作用，已成为亟待解决的问题。本文基于最少努力原则和个性化营销视角，将说服性线索引入到旅游用户生成广告领域，研究目的地用户生成广告说服性线索与消费者自恋对出游兴趣的影响，从而为细分市场及提升广告的营销效果提供策略支持。该研究通过设计三个情景实验进行实证检验，结果显示：带有稀缺性线索的用户生成广告能够激发高自恋消费者更积极的反应，而包含社会证明线索的用户生成广告对低自恋消费者的说服效果更为显著。此外，本研究引入目标框架作为另一种信息表达方式，系统探讨说服性线索、自恋与目标框架三者在影响潜在旅游消费者信息加工流畅性和出游兴趣方面的交互作用。本研究证实了消费者个体差异在旅游目的地营销中的重要作用，不仅为目的地用户生成广告的设计与呈现提供新的视角，也为个性化营销策略的制定提供宝贵见解。

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Is Scarcity Always Beneficial? Effects of Persuasive Cue Types in User-Generated Advertisements (UGAs) on Travelers’ Destination Interest

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