关键词: 网络口碑, 感知价值, 信任, 乡村旅游, 行为意向

Abstract: With the widespread adoption of Internet technology, the influence of online word of mouth (WOM)on tourists' behavioral intentions has become increasingly significant. This study takes Hefei City as a case and focuses on the college students. Utilizing the Stimulus-Organism-Response(SOR)theory, the study considers online WOM as the stimulus factor, perceived value and trust as organism factors, and college students' intention to participate in rural tourism as the response factor. By employing a structural equation model(SEM), the study analyzes the impact of online WOM on college students' intention to participate in rural tourism in Hefei. Data were collected through a questionnaire survey and analyzed using SPSS and AMOS software. The results indicate that both the quantity and quality of online WOM positively affect college students' intention to engage in rural tourism, with perceived value acting as a mediator in this relationship. However, trust does not significantly influence their behavioral intention. Based on these findings, the paper suggests strategies for promoting rural tourism development in Hefei, including encouraging the dissemination of online WOM, improving the quality of online WOM, and enhancing services to increase perceived value.

Key words: online WOM, perceived value, trust, rural tourism, behavioral intention