Based on construal level theory and mental simulation theory, this study explores how the congruence between sharing type, pictorial richness, and tourism activity in travel sharing influences the perceived usefulness of text-image content. The findings from two experiments demonstrate that: aligning relaxing (challenging) tourism activities with feasibility (desirability) sharing significantly enhances perceived usefulness; for relaxing activities, feasibility sharing accompanied by rich pictorial information improves perceived usefulness; in relaxing (challenging) activities, the interaction between feasibility (desirability) sharing and rich (pallid) pictorial information is mediated by process-focused (outcome-focused) simulation. This research not only deepens theoretical understanding of user-generated content marketing but also proposes practical strategies targeted at this area.

中文翻译：

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增强旅行共享中的感知有用性：解释级一致性在文本图像内容中的作用


基于解释层面理论和心理模拟理论，本研究探讨了旅行分享中分享类型、图片丰富度和旅游活动之间的一致性如何影响文本图像内容的感知有用性。两个实验的结果表明：将放松（具有挑战性）旅游活动与可行性（可取性）共享相结合，显著提高感知有用性;对于放松活动，可行性分享伴随着丰富的图片信息提高了感知有用性;在放松（具有挑战性）的活动中，可行性（可取性）共享和丰富（苍白）图片信息之间的交互是通过以过程为中心（以结果为中心）模拟来调节的。这项研究不仅加深了对用户生成内容营销的理论理解，还提出了针对该领域的实用策略。