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文旅消费是促进经济回暖、满足人民美好生活需要的新引擎。在数字时代,文旅与种草类短视频的结合已经成为推动文旅产业发展的重要策略之一。以刺激-机体-反应(SOR)理论为核心,信息加工理论为辅助,心流体验和心理意象为中介变量,意见领袖特质为调节变量。探究文旅类种草短视频特质对消费者价值共创行为的影响过程。研究采用问卷调查法,收集543份有效样本,运用SPSS28.0和AMOS26.0软件进行信效度分析、相关分析及结构方程模型检验。研究结果表明:文旅类种草短视频特质均能显著提升消费者的心流体验和心理意象;心流体验和心理意象均显著促进消费者产生价值共创行为;心流体验和心理意象在文旅类种草短视频特质与消费者价值共创的关系中起中介作用;意见领袖特质正向显著调节心理意象和心流体验对价值共创行为的作用。研究揭示了社交网络平台背景下消费者文旅消费的作用机理,丰富了SOR理论在文旅消费领域的应用,为文旅企业优化短视频营销策略提供针对性参考。

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