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Short-video content perceptions, intention, and self-reported behavior in special forces-style tourism: Evidence from Chinese generation Z university students

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  • Hongjing Mo
  • Min Wei
  • Jingyu Liu

Abstract

Special Forces-style tourism is an emerging high-intensity, low-cost travel phenomenon among young people in China. Drawing on a modified Theory of Planned Behavior, this study analyzes survey data from 526 Chinese Generation Z university students using PLS-SEM and fsQCA. Perceived content appeal, perceived content trustworthiness, attitude, and perceived behavioral control are positively associated with intention, which is positively associated with self-reported behavior; short-video platform usage intensity strengthens this association. fsQCA identifies two configurations for high and eight for low self-reported behavior. Intention, perceived content trustworthiness, perceived behavioral control, and platform usage intensity form the common core of both high-outcome configurations, while low perceived content trustworthiness appears in six low-outcome configurations. No single condition is necessary, and the results indicate configurational asymmetry.

Suggested Citation

  • Hongjing Mo & Min Wei & Jingyu Liu, 2026. "Short-video content perceptions, intention, and self-reported behavior in special forces-style tourism: Evidence from Chinese generation Z university students," PLOS ONE, Public Library of Science, vol. 21(11), pages 1-24, November.
    • Handle: RePEc:plo:pone00:0361990
    DOI: 10.1371/journal.pone.0361990
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