A Study on Hotel Brand Adoption Willingness of Customers in the Context of Social Networks: a Peer Influence Perspective
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Yan Wang, Yue Meng
With the development of social networks, human interaction has become more extensive and deeply. Based on the perspective of peer influence, this paper selected perceived similarity and empathy as mediating variables, combined with environmental psychology model, and established a theoretical model of peer influence, empathy and consumer adoption. A total of 228 valid questionnaires were collected, and the data were analyzed by structural equation modeling. The research confirms that informational influence and normative influence are positively correlated with consumers’adoption intention. And empathy is positively correlated with consumer adoption intention. Peer influence affects the consumer adoption option intention through the mediating effect of perceived similarity and empathy.
Online social networks, Hotel brand, Adoption intention, Peer influence