The Impact of Emotional Transfer from Virtual Spokespersons on Hotel Customers' Repurchase Intention: The Mediating Role of Positive Emotions and Customer Satisfaction
คำสำคัญ:
ความพึงพอใจของลูกค้า, การถ่ายทอดอารมณ์, อารมณ์เชิงบวก, ความตั้งใจซื้อซ้ำ, พรีเซนเตอร์เสมือนบทคัดย่อ
ในบริบทของการตลาดดิจิทัลที่พัฒนาอย่างต่อเนื่อง พรีเซนเตอร์เสมือนได้กลายเป็นเครื่องมือทางการตลาดที่สำคัญของอุตสาหกรรมโรงแรม งานวิจัยนี้อิงตามทฤษฎี “กระตุ้น-สิ่งมีชีวิต-การตอบสนอง” (S-O-R) เพื่อศึกษากลไกที่การถ่ายทอดอารมณ์ของพรีเซนเตอร์เสมือนมีผลต่อความตั้งใจซื้อซ้ำของลูกค้า โดยให้ความสำคัญกับบทบาทการเป็นตัวกลางของอารมณ์เชิงบวกและความพึงพอใจของลูกค้า กลุ่มตัวอย่างคือผู้บริโภคในเมืองหนานหนิง อายุระหว่าง 20 ถึง 59 ปี ที่เคยเข้าพักในโรงแรมแบรนด์ โดยใช้การสุ่มตัวอย่างแบบสุ่ม และรวบรวมได้ 252 แบบสอบถามที่สมบูรณ์ ใช้แบบประเมินแบบไลเคิร์ต 5 ระดับ และวิเคราะห์ข้อมูลด้วยโปรแกรม SPSS 26.0 และ AMOS 27.0 ผลการวิจัยพบว่า การถ่ายทอดอารมณ์ของพรีเซนเตอร์เสมือนสามารถเพิ่มความตั้งใจซื้อซ้ำของลูกค้าได้อย่างมีนัยสำคัญทางอ้อม ผ่านกลไกการเป็นตัวกลางแบบลูกโซ่ของอารมณ์เชิงบวกและความพึงพอใจของลูกค้า งานวิจัยนี้มีส่วนช่วยขยายขอบเขตของทฤษฎี S-O-R ให้ครอบคลุมบริบทของการตลาดเสมือน และเผยให้เห็นกลไกภายในของการถ่ายทอดอารมณ์ในพฤติกรรมผู้บริโภค ด้านการปฏิบัติ แนะนำให้องค์กรโรงแรมให้ความสำคัญกับการออกแบบการแสดงอารมณ์และปฏิสัมพันธ์ของพรีเซนเตอร์เสมือน เพื่อเสริมสร้างประสบการณ์ทางอารมณ์ของผู้ใช้และความภักดีต่อแบรนด์
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