研究者データベース
Last Updated :2024/07/26
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プロフィール情報
所属
プロフィール情報
公開用メールアドレス
yixuan.ong
imc.hokudai.ac.jp姓
オン, オン名
イーシュエン, イーシュエンID各種
202401013828875388
所属
業績リスト
研究キーワード
- Generation Difference Consumer Behavior Quantitative Research Destination Marketing リスク コミュニケーション social media influencer
研究分野
学歴
- 2020年04月 - 2022年03月 北海道大学 大学院国際広報メディア・観光学院
- 2018年04月 - 2020年03月 Hokka
- 2010年08月 - 2014年06月 National University of Singapore
論文
- Yi Xuan Ong, Tao Sun, Naoya ItoJournal of Hospitality and Tourism Management 60 194 - 207 2024年09月 [査読有り][通常論文]
- Sook Fun Fong, Yi Xuan Ong, Rashid Ating, Maricar S. BesaJournal of Vacation Marketing 2024年 [査読有り]
- Yi Xuan Ong, Naoya Ito, Tao SunAnatolia 2023年04月03日 [査読有り]
- Yi Xuan Ong, Hye Kyung Kim, Benjamin O. Pelzer, Ying Ying Tan, Wee Ping Lim, Annabelle Kai Lin Chua, Bei Yi KohFrontiers in Psychology 14 2023年02月20日 [査読有り][通常論文]
In a public health crisis, communication plays a vital role in making sure policies and recommendations from the government level get disseminated accurately to its people and is only considered as effective when the public accepts, supports, complies to, and engages in policies or behaves as per governments’ recommendations. Adopting the multivariate audience segmentation strategy for health communication, this study uses a data-driven analytical method to (1) identify audience segments of public health crisis communication in Singapore based on knowledge, risk perception, emotional responses, and preventive behaviors; and (2) characterize each audience segment according to demographic factors, personality traits, information processing styles, and health information preferences. Results (N = 2033) from a web-based questionnaire executed in August 2021 have identified three audience segments: the less-concerned (n = 650), the risk-anxious (n = 142), and the risk-majority (n = 1,241). This study offers insights to how audiences of public health crisis communication perceive, process, and respond to information directed to them during the pandemic, thereby informing policy makers to tailor more targeted public health communication interventions in promoting positive attitude and behavior change. - Han Zhou, Tao Sun, Yi Xuan Ong, Naoya Ito2023年 [査読有り]
- Yi Xuan Ong, Ivy S. H. Hii, Aaron ThamAnatolia 2022年10月02日
- Tao Sun, Junjiao Zhang, Beile Zhang, Yixuan Ong, Naoya ItoJournal of Destination Marketing & Management 25 100711 - 100711 2022年09月
- Yi Xuan Ong, Tao Sun, Naoya ItoInformation and Communication Technologies in Tourism 2022 110 - 122 2022年01月07日 [査読有り][通常論文]
Abstract The power of social media influencers (SMIs) as effective endorsers for destinations and tourism products have been widely acknowledged. Despite being characterised as content generators by prior research, little has been done to examine how consumers perceive content produced by SMI, a key component of destination marketing campaigns. Moreover, parasocial relationship between SMI and the follower has been proven to enhance the persuasive impact of SMIs. Hence, this study aims to shed light on how consumers would assess the SMI and the content the SMI produced, as well as the effect of parasocial relationship on processing SMI destination marketing campaigns. Findings (N = 501) have highlighted that argument quality of SMI content has a stronger direct impact on campaign attitude, destination image and travel intention, as compared to source credibility. With the application of the Elaboration Likelihood Model (ELM) as a framework, this study illuminates consumers’ interaction with the SMI destination marketing campaign and extends prior studies in understanding the importance of SMI content and parasocial relationship as a significant tool for future destination marketing. - Yi Xuan Ong, Naoya ItoInformation and Communication Technologies in Tourism 2019 132 - 144 2018年12月15日 [査読有り][通常論文]