Fornell-Larcker criterion.

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.多年来，旅游广告与旅游推广始终是文旅管理部门及重点旅游景区的核心职能。伴随新媒体技术的持续迭代发展，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。在数字时代，短视频已成为旅游目的地与消费者之间全新的沟通媒介。本研究基于刺激-机体-反应模型（Stimulus-Organism-Response Model，简称S-O-R模型）与心流体验（Flow Experience）理论，系统探究了抖音（TikTok）属性及其技术特性唤起心流状态，并最终影响游客行为意向的内在心理机制。此外，本研究还纳入技术接受模型（Technology Acceptance Model，简称TAM）中的两大技术因素——感知有用性（Perceived Usefulness，PU）与感知易用性（Perceived Ease of Use，PEOU），以及短视频的三大核心内容属性：娱乐性、信息性与互动性，展开实证分析。本研究采用定量研究范式，共回收中国境内受访者的有效问卷412份，并运用偏最小二乘结构方程模型（Partial Least Squares Structural Equation Modeling，简称PLS-SEM）方法，对研究模型提出的假设路径进行了验证。实证结果表明，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（Telepresence）、时间扭曲（Time Distortion）与注意力专注（Focused Attention）三个维度）存在显著正向影响；互动性仅显著作用于临场感与时间扭曲维度，而信息性仅对注意力专注产生影响。此外，时间扭曲与注意力专注均会显著正向影响游客的行为意向。本研究最后亦指出了研究存在的若干局限，并为后续相关研究的开展提供了启示方向。