【摘要】 社交媒体生成内容在文旅消费决策链中占据的地位越来越突出，引发了广泛关注。然而，较少有学者从信息价值角度出发，探讨其表现形式如何影响旅游者的态度。文章基于多模态理论、刺激-机体-反应模型和精细加工可能性模型，采用3组情景实验，通过模拟小红书App旅游分享页面，检验社交媒体旅游信息形式对旅游意愿影响机制及边界条件。研究表明：不同的旅游信息形式（图文或视频）对旅游意愿的影响效应存在显著差异，相比图文形式，视频形式能激发更高的旅游意愿；旅游信息形式通过感知信息价值的中介作用正向影响旅游意愿；用户卷入度正向调节旅游信息形式与旅游意愿的关系。研究结论丰富了感知信息价值的研究，为旅游景区通过社交媒体选择恰当的分享模式进行内容营销提供了管理启示。更多还原

【Abstract】 With the explosive growth of short video platforms and content communities, user-generated content(UGC) on social media has occupied an increasingly prominent position in cultural and tourism consumption decisions. China’s social commerce platform Xiaohongshu is known for its marketing,where users post content about a product or service and encourage others to buy it. On the platform,travelers share their experiences through multimodal formats such as text, image, and video. Potential travelers often regard such UGC as valuable references in their decision-making process. The information in these posts has become a significant external factor influencing users’ purchasing behavior, making UGC on social media a vital part of the tourism consumption decision chain. However, existing academic research has predominantly focused on the linear impact of single modalities on consumer attitudes, with limited attention paid to how information formats influence travelers’ attitudes from the perspective of information value. Therefore, this study, grounded in the multimodal theory, the stimulusorganism-response(SOR) model, and the elaboration likelihood model(ELM), constructed a theoretical model that incorporates tourism information formats on social media, perceived information value, user involvement, and travel intention. It aimed to explore the direct and indirect effects of various combinations of tourism information formats on travel intention. Furthermore, it investigated how different forms of information, through visual and auditory stimuli, drive potential tourists to make travel decisions and analyzed the mediating role of perceived information value in the relationship between information format and travel intention. By introducing the variable of user involvement, the study also examined the boundary conditions under which information formats influence travel intention.The study adopted a three-stage scenario-based experiment. Through three experiments, it incrementally measured the relationships among variables, explored their internal connections using different sample measurements, and validated the results by varying the experimental materials. The experimental scenarios, derived from travel-sharing content on Xiaohongshu, examined both the underlying mechanisms and boundary conditions governing the impact of social media information formats on travel intention.The findings revealed that various formats of tourism information(text & image vs. video) have significantly different effects on travel intention. Compared with text & image, videos triggered stronger travel intention. With the perceived information value playing a mediating role, tourism information formats positively influenced travel intention. Meanwhile, user involvement positively moderated the relationship between information formats and travel intention. In the case of high involvement, video rich in content led to stronger travel intention than text & image. Conversely, under low involvement conditions, there was no significant difference in travel intention between the two formats. This study elucidated how information formats influence the decision-making process via perceived information value. It provides management implications for tourist destinations to strategically choose appropriate sharing formats on social media and enhance visibility and reputation through content marketing.更多还原