ABSTRACT

With advances in technology, hospitality sustainability operations and management has paid growing attention on social media use and Word-Of-Mouth (WOM), which have become serious issues for that industry. To address theoretical and managerial considerations of social media communication and demonstrate how it influences customers’ sustainability behavior, this study used 590 customers who have experience in sustainable hotel consumption and offers empirical evidence to discover what is known about the critical attributes and what requires further clarification. The multiple mediation results show that expectancy may indirectly influence WOM (e.g., traditional and electronic WOM) through motivation (information, convenience, and social interaction), perceived values, and behavioral intention. Furthermore, the moderation attributes of human-human interaction are also confirmed to positively strengthen the relationship between perceived values and behavioral intention. Additionally, the first-order and second-order factor analyses are also valid to confirm the best model fit of our proposed model.

摘要

随着技术的进步，酒店可持续性运营和管理越来越关注社交媒体的使用和口碑（WOM），这已成为该行业的严重问题。为了解决社交媒体传播的理论和管理考虑并展示它如何影响客户的可持续发展行为，本研究使用了 590 名具有可持续酒店消费经验的客户，并提供经验证据来发现关于关键属性的已知信息以及需要进一步澄清的信息. 多重中介结果表明，期望可能通过动机（信息、便利和社会互动）、感知价值和行为意图间接影响口碑（例如，传统和电子口碑）。此外，人际互动的调节属性也被证实可以正向加强感知价值与行为意图之间的关系。此外，一阶和二阶因子分析对于确认我们提出的模型的最佳模型拟合也是有效的。