在社交网络不断渗透日常生活的今天,很少有研究关注网络社交平台中 旅游者生成内容对旅游意向的影响｡文章以SOR理论模型为基础,探讨在网络社交 平台中旅游者生成内容的刺激下,经过感知信任和感知有用性的认知评价,进而促 进旅游意向的过程｡通过对303名旅游者进行问卷调查,分析旅游者生成内容如何影 响旅游意向｡回归分析结果表明,网络社交平台中的旅游者生成内容的丰富性､及 时性､互动性､娱乐性对旅游意向的直接效应显著;也会通过感知信任和感知有用 性产生间接效应｡文章丰富了旅游者生成内容研究领域的成果,也为旅游业的社交 网络营销策略提供了一定指导和建议｡

Nowadays,as social networks continue to penetrate daily life,few studies have paid attention to the impact of tourist generated content on online social platforms on travel intention.Based on the SOR theoretical model,this article discusses the process of promoting tourism intention through cognitive evaluation of perceived trust and perceived usefulness under the stimulation of tourist- generated content in online social platforms.By surveying 303 tourists,we analyzed how tourist- generated content affected travel intention.The results of regression analysis show that the richness, timeliness,interactivity and entertainment of tourist-generated content in online social platforms have significant direct effects on travel intention.There are also indirect effects through perceived trust and perceived usefulness.This research enriches the results of the research field of tourist-generated content,and also provides some guidance and suggestions for social network marketing strategies in the tourism industry.