旅游短视频背景音乐一致性对数字用户参与的影响研究OA

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.