SHS Web Conf.
Volume 179, 20232023 6th International Conference on Humanities Education and Social Sciences (ICHESS 2023)
|Number of page(s)
|Social Media and Online Education Research
|14 December 2023
Study on the influence of Douyin short video marketing on camping travel intention
College of Business and Tourism, Sichuan Agricultural University, Sichuan, China
* Corresponding author: email@example.com
In order to explore the impact of three dimensions of short video marketing (namely, influence, trust and bias) on camping tourism intention, this paper takes perceived usefulness and perceived ease of use as intermediary variables to build a theoretical framework and conduct empirical analysis. The results show that: the three independent variables have a positive impact on perceived usefulness, perceived ease of use and camping travel intention, Perceived usefulness plays an intermediary role between the three independent variables and camping travel intention, while perceived ease of use only plays an intermediary role between Douyin short video influence, bias and camping travel intention. This paper will put forward corresponding suggestions on Douyin short video marketing based on the research conclusions.
© The Authors, published by EDP Sciences, 2023
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Current usage metrics show cumulative count of Article Views (full-text article views including HTML views, PDF and ePub downloads, according to the available data) and Abstracts Views on Vision4Press platform.
Data correspond to usage on the plateform after 2015. The current usage metrics is available 48-96 hours after online publication and is updated daily on week days.
Initial download of the metrics may take a while.