荆楚理工学院学报2026，Vol.41Issue(3)：38-46,9.
旅游短视频背景音乐一致性对数字用户参与的影响研究
The Impact of Background Music Consistency in Tourism Short Videos on Digital Customer Engagement
摘要
Abstract
Based on the Stimulus-Organism-Response(S-O-R)framework,this study aims to explore the impact of back-ground music consistency with destination content on digital customer engagement in tourism short videos,analyzing the mediating effects of emotional arousal and destination attitude,as well as the moderating effect of perceived familiarity.The study first uses an experimental method to validate the effectiveness of the experimental stimuli,followed by a survey and structural equation modeling to test the hypotheses.The findings reveal that background music consistency significantly enhances digital customer engagement by amplifying emotional arousal and fostering positive destination attitude,with perceived familiarity strengthening the positive re-lationship between background music consistency and digital customer engagement.This research extends the S-O-R model to auditory marketing,and provides guidance for tailoring background music strategies,thus advancing sensory marketing theory.关键词
旅游短视频/背景音乐一致性/情感唤醒/感知熟悉度/数字用户参与Key words
Tourism short videos/Background music consistency/Emotional arousal/Perceived familiarity/Digital customer engagement分类
管理科学引用本文复制引用
孙园..旅游短视频背景音乐一致性对数字用户参与的影响研究[J].荆楚理工学院学报,2026,41(3):38-46,9.基金项目
安徽省哲学社会科学规划项目"社交媒体互动仪式链中安徽旅游形象的建构和传播研究"(AHSKYQ2023D015) （AHSKYQ2023D015）
