Search results

Vloggers (video bloggers) have emerged as a new phenomenon in social media marketing, especially in the hotel industry, where user-generated reviews can strongly influence purchase decisions. Therefore, this paper aims to build an electronic word-of-mouth (eWOM) adoption model (EAM) that incorporates source evaluation attributes (information quality, major influence and source credibility), trust in eWOM and eWOM intention (EWOMI) and booking intention and investigate the moderation of negative reviews from vloggers on relationships in the EAM.

This paper conducted two studies (n_s1 = 446, n_s2 = 374). The data were collected through an online and face-to-face survey with an experimental design. This paper conducted covariance-based structural equation model to examine main effects and applied a multiple-group analysis to test the moderating effect of vlogger reviews.

Three attributes of source evaluation are important predictors of trust in eWOM, which positively impact eWOM and booking intention. EWOMI also positively affects booking intention. Moreover, the negative review of vloggers can lower the effects of information quality on trust and of trust on EWOMI in Study 1 and on hotel booking intention in Study 2.

This study builds the EAM model for the hospitality context and provides novel insights into the moderating effects of vloggers’ negative reviews on the relationships in the EAM.

Vlogger（视频博主）已成为社交媒体营销中的一种新现象, 尤其是在酒店行业, 用户生成的评论可以强烈影响购买决策。 因此, 本文旨在建立一个电子口碑 (eWOM) 采用意向模型（EAM）, 该模型包含来源评估属性（信息质量、主要影响力和来源可信度）、对电子口碑的信任、eWOM intention (EWOMI) 和预订意愿, 以及 (2) 调查视频博主对 EAM 中关系的负面评论的调节。

当前的研究进行了两项研究（n_s1 = 446, n_s2 = 374）。 数据是通过带有实验设计的在线和面对面调查收集的。 本文使用 CB-SEM 来检查主要效果, 并应用多组分析来测试 vlogger 评论的调节效果。

来源评估的三个属性是网络口碑信任度的重要预测指标, 对网络口碑和预订意愿产生积极影响。 EWOMI 也对预订意愿产生积极影响。 此外, vlogger 的负面评论可以降低信息质量对信任的影响, 以及信任对研究 1 中的 EWOMI 和研究 2 中的酒店预订意愿的影响。

这项研究为酒店环境建立了 EAM 模型, 并提供了关于视频博主负面评论对 EAM 中关系的调节作用的新颖见解。

The purpose of this paper is to show that mixed methods applied sequentially provide sufficient knowledge of topics under study.

This paper conducted an analysis of a real case using descriptive statistical and regression techniques.

The present study proposes the use of the so-called “sequential mixed-modes” in survey-based market research. This technique is based on the successive application of different information collection techniques (face-to-face, telephone and internet-based surveys); it offers four fundamental advantages: increased coverage rate; higher response rate; lower costs; and greater cooperation.

In addition to the normal limitations associated with conclusions derived from case studies, the data collection was carried out in only one autonomous community (Spain) and focussed only on one theme.

Firstly, it was found that data collection through mixed sequential modes substantially increases response rates in online surveys. This is particularly important as, in recent years, data collection through the internet has become almost standard market research practice. Secondly, the sample that resulted from the joint use of the three data collection modes more accurately reflected the distinctive features of the universe under study. A third recommendation is that the use of internet-based self-administered surveys is especially promising with individuals with a higher level of education and among students.

The decrease in the response rate is one of the greatest challenges of survey-based market research, given its impact on sample representativeness. This paper addresses this problem and exposes the advantages of the sequential use of mixed modes in the collection of information.

El objetivo de la presente investigación es mostrar que los modos mixtos aplicados de manera secuencial ofrecen un conocimiento adecuado de los temas objeto de estudio.

Se realiza el análisis de un caso real mediante técnicas descriptivas y regresión.

Este trabajo presenta los denominados “modos mixtos secuenciales” en la investigación a través de encuestas. Esta técnica se basa en la aplicación sucesiva de diferentes herramientas de recogida de información (encuestas presenciales, telefónicas y por Internet) y ofrece cuatro ventajas fundamentales; (1) aumento de la tasa de cobertura; (2) mayor tasa de respuesta; (3) menores costes; y (4) mayor cooperación.

Además de las limitaciones normalmente asociadas a los estudios de caso, la recogida de información se redujo a una única comunidad autónoma (España) y un único tema.

En primer lugar, se observa que la recogida de información mediante modos mixtos secuenciales aumenta de manera sustancial la tasa de respuesta en las encuestas online. Esto es particularmente relevante en la situación actual, pues la utilización de Internet casi se ha convertido en un estándar en la investigación de mercados. En segundo lugar, la muestra final obtenida como resultado del uso de tres modos de recogida refleja de manera más ajustada las características distintivas de la población objeto de estudio. Una tercera implicación es que el uso de encuestas online de carácter autoadministrado es especialmente prometedor en individuos de mayor nivel educativo y entre estudiantes.

摘要

本文的目的是要证明，按顺序应用的混合方法为研究的主题提供了充分的知识。

本文运用描述性统计和回归技术对一个实际案例进行了分析。

本文提议使用 “顺序混合模式” 来调查市场研究。这项技术是基于连续运用不同的信息收集技术(面对面、电话和基于互联网的调查) ，它提供了四个基础性优势: 增加覆盖率; 更高的回复率; 降低成本; 和更大的协作。

除了常见的案例研究所存在的局限性之外，本文的数据收集仅在一个自治社区(西班牙)进行，并且只集中于一个主题。

首先，通过混合序列模式收集数据，大大提高了在线调查的回复率。这一点尤其重要，因为近年来，通过互联网收集数据几乎已成为标准的市场研究实践。其次，联合使用三种数据采集模式所得到的样本更准确地反映了所研究社区的鲜明特征。第三个建议是，使用基于互联网的自我管理调查对调查教育水平较高的个人和学生群体具有很大的调查前景。

回复率的下降是基于调查的市场研究面临的最大挑战之一， 因为它大大影响了样本代表性。本文解决了这一问题，并揭示了在信息收集中顺序使用混合模式的优点。