Exploring the Impact of Short Videos on Travel Intentions: A Mediation Analysis of Perceived Value and Flow Experience

Volume 9, Issue 2, April 2025     |     PP. 94-119      |     PDF (397 K)    |     Pub. Date: March 13, 2025
DOI: 10.54647/sociology841409    10 Downloads     172 Views  

Author(s)

Yixiang Huang, Faculty of Innovation and Design, City University of Macau, Macau
Shiyu Cheng, Faculty of Innovation and Design, City University of Macau, Macau
Hengsheng Huang, Faculty of Innovation and Design, City University of Macau, Macau

Abstract
This study investigates the impact of entertainment, credibility, and interactivity in tourism short videos on users' travel intentions, based on the Stimulus-Organism-Response (SOR) model. Additionally, it examines the mediating roles of flow experience and perceived value in this process. A survey questionnaire was administered to collect sample data, and Structural Equation Modeling (SEM) was employed for empirical analysis. The results indicate that entertainment, credibility, and interactivity significantly enhance both flow experience and perceived value, which, in turn, positively influence users' travel intentions. Furthermore, flow experience and perceived value jointly serve as sequential mediators between short video characteristics and travel intentions. This study contributes to the theoretical advancement of short video marketing in the tourism industry and provides practical insights for content creators seeking to optimize user engagement and influence travel behavior.

Keywords
short videos; Flow experience; Perceived value; Travel intention; SOR theory

Cite this paper
Yixiang Huang, Shiyu Cheng, Hengsheng Huang, Exploring the Impact of Short Videos on Travel Intentions: A Mediation Analysis of Perceived Value and Flow Experience , SCIREA Journal of Sociology. Volume 9, Issue 2, April 2025 | PP. 94-119. 10.54647/sociology841409

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