Seguidores de la generación Z en los sitios de redes sociales del hotel: factores motivacionales desde el enfoque de la teoría del comportamiento planificado

• Thi-Loc Nguyen ^[2] ; Alfonso Infante-Moro ^[1] ; Juan C. Infante-Moro ^[1]
  1. [1] Universidad de Huelva

     Universidad de Huelva

     Huelva, España

     
  2. [2] The university of Danang, University of Science and Education, Danang, Vietnam
• Localización: RISTI: Revista Ibérica de Sistemas e Tecnologias de Informação, ISSN-e 1646-9895, Nº. Extra 66, 2024, págs. 340-354
• Idioma: español
• Títulos paralelos:
  • Generation Z’s followers on hotel’ social networking sites: Motivational factors from a theory of planned behavior approach
• Enlaces
  • Texto completo (pdf)
• Resumen
  • español

    Las redes sociales juegan un papel esencial en la comunicación y el comportamiento de consumo online de la Generación Z. Este estudio se llevó a cabo para analizar los factores que motivan a la Generación Z a seguir los sitios de redes sociales basado en la teoría del comportamiento planificado (TPB). Se realizó una encuesta para recopilar datos de 328 usuarios utilizando el modelo de ecuaciones estructurales (SEM). Los resultados concluyeron que todos los antecedentes de la TPB, incluidas la actitud, norma subjetiva y control conductual percibido, predicen la intención y el comportamiento. Los hallazgos del presente estudio ayudan a los hoteles a comprender el comportamiento de los usuarios de la Generación Z en las redes sociales, proponiendo así las estrategias para mejorar la presencia de los sitios de redes sociales, aumentar el número de seguidores e impulsar las relaciones con los consumidores en plataformas virtuales.

  • English

    Social networks play an essential role in the communication and online consumption behavior of Generation Z. This study was carried out to analyze the factors that motivate Generation Z to follow social networking sites based on the Theory of planned behavior (TPB). A survey was conducted to collect data from 328 users using structural equation modelling (SEM). The results concluded that all antecedents of TPB, including attitude, subjective norm, and perceived behavioral control, predict intention and behavior. The present study’s findings help hotels understand the behavior of Generation Z users on social networks, thus proposing strategies to improve the presence, increase the number of followers and enhance relationships with consumers on virtual platforms.

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