| The influence of electronic word-of-mouth on potential tourists' travel intention has become a focus of the academic community and the industry in today's era.Most users of Wechat know each other,thus it is easy for sharing in Wechat moment to cause social comparison between users,which is also an important feature of travel experience sharing on Wechat moment.The researchers didn't draw a wide range of attention of how social comparison on Wechat moments caused by travel experience sharing affect destination travel intention.This paper has studied the mechanism of how travel experience sharing on Wechat Moments influence potential visitors' travel intention using the case of Post-90 s in China based on social comparison theory.Firstly,the paper revealed the different influences on travel intention with various types of travel experience sharing on Wechat moment.Secondly,based on social comparison theory,a relationship model between travel experience sharing on Wechat Moments,benign envy,and travel intention was constructed.In addition,social comparison occurs in areas where individuals care about,and not all post-90 s in China regards self-presentation in the Wechat Moments as a very important area,only those who care about it will be influenced by others' Wechat Moments.So potential visitors' self-presentation is also included in the model as a moderator.Through empirical research,this paper draws the following conclusions:(1)Quality of travel experience sharing on Wechat moment has a significant impact on viewers' destination travel intention;(2)Established,benign envy of potential tourists plays an intermediary role in the relationship between travel experience sharing on Wechat Moments and travel intention.(3)Self-presentation of potential visitors plays a moderating role in travel experience sharing on Wechat Moments and benign envy.Finally,based on the above conclusions,relevant discussions were made,and corresponding theoretical and management inspirations were proposed. |
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