隐私关注对旅游网站个性化服务的影响机制研究  

A Mechanism Study on the Impact of Privacy Concern on the Personalized Service of Travel Websites

作　　者：李凯[1] 王晓文[2] 

机构地区：[1]南开大学泰达学院工业工程系,天津300457 [2]南开大学泰达学院会展经济与管理系,天津300457

出　　处：《旅游学刊》2011年第6期80-86,共7页Tourism Tribune

基　　金：中央高校基本科研业务费专项资金资助(NKZXB10107)~~

摘　　要：已有研究证实了个性化服务将提升旅游网站的服务质量,并极大地增加消费者满意度。然而,个性化服务会涉及网络消费者的隐私信息,这成为限制个性化服务发展的一个重要问题。文章引入信任、成功经验等关键影响因素,构建了消费者隐私关注与消费者使用个性化服务的行为意向之间的作用过程模型,并通过实验设计的研究方法,利用177份有效样本加以检验。研究结果发现:(1)消费者的隐私关注程度对其使用旅游网站个性化服务的行为意向具有负向作用;(2)消费者对旅游网站的信任在隐私关注和行为意向之间起到中介作用;(3)消费者是否具有使用该旅游网站的成功经验对信任和行为意向的关系起到正向调节作用。The available studies have confirmed that personalized service will improve the service quality of travel websites and greatly enhance consumers＇ satisfaction.However,personalized service will involve the privacy information of network consumers,which is likely to restrict the development of personalized service.The paper,by introducing the key influencing factors such as trust and successful experience,constructs the model which indicates the influencing process between consumers＇ privacy concern and the behavior intention of consumers using personalized service.Through the study method of experimental design and by using 177 valid samples for testing,we find the following results： 1.the consumers＇ privacy concern has negative impact on the behavior intention of using personalized service of travel websites;2.consumers＇ trust in the travel websites has mediating effect on the relationship between privacy concern and behavior intention;3.whether consumers have successful experiences in using travel websites or not has positive and regulating effect on the relationship between trust and behavior intention.

关 键 词：旅游网站 隐私关注 信任 个性化服务 行为意向 

分 类 号：F592[经济管理—旅游管理]