Hypothesis testing.

Tourism advertising and tourism promotion have over the years been the core functions of tourism departments and major tourist sites. In relation to the progressing development of new media, the mobile short-form videos, which are short, focused, and have an engaging content, appear to be a useful means of advertising tourist destinations. In the digital era, short videos have become a new communication tool between destinations and consumers. This current study, based on the S-O-R model and flow experience, investigated the psychological processes through which TikTok attributes and technology evoke flow and lead to tourists’ behavioral intention. Moreover, the TAM, i.e., PU and PEOU, as two technology factors, as well as three content attributes (entertainment, informativeness, and interactivity) were examined. The study utilized a quantitative approach and collected data from 412 respondents in China. The authors adopted the PLS-SEM method to confirm the directions hypothesized in this model. There are significant effects of PU, PEOU, and entertainment on flow experience (telepresence, time distortion, and focused attention). Interactivity impacts telepresence and time distortion, while informativeness impacts focused attention. Moreover, time distortion and focused attention impact tourists’ behavioral intention. The results highlight several limitations and offer implications for future research as well.长期以来，旅游广告与旅游推广始终是旅游主管部门及核心旅游景区的核心业务职能。伴随新媒体的快速演进，时长精炼、主题聚焦且内容吸睛的移动端短视频，已然成为旅游目的地宣传推广的有效载体。数字时代下，短视频已成为旅游目的地与游客消费者之间的新型沟通媒介。本研究基于刺激-机体-反应（Stimulus-Organism-Response, S-O-R）模型与心流体验理论，探究了TikTok平台属性与技术特性如何唤起用户心流，并进而影响游客行为意向的内在心理过程。此外，本研究还纳入了技术接受模型（Technology Acceptance Model, TAM）框架下的两大技术维度——感知有用性（Perceived Usefulness, PU）与感知易用性（Perceived Ease of Use, PEOU），同时考察了短视频内容的三大核心属性：娱乐性、信息性与互动性。本研究采用定量研究范式，共收集了412名中国受访者的有效问卷数据。研究团队采用偏最小二乘结构方程模型（Partial Least Squares-Structural Equation Modeling, PLS-SEM）方法，对本研究模型提出的各项假设路径进行了验证。结果显示，感知有用性、感知易用性与娱乐性均对心流体验（涵盖临场感、时间扭曲与注意力集中三个维度）具有显著正向影响。互动性可显著影响临场感与时间扭曲，而信息性仅对注意力集中产生显著作用。此外，时间扭曲与注意力集中均会显著正向作用于游客的行为意向。本研究最后亦点明了自身存在的若干局限，并为未来相关研究提供了理论与实践启示。