消费者旅游感知风险维度识别及差异分析  

Study on Dimension Identification and Variance Analysis of Consumers' Perceived Risk in Travel

作　　者：许晖[1] 许守任[1] 王睿智[1] 

机构地区：[1]南开大学商学院,天津300071

出　　处：《旅游学刊》2013年第12期71-80,共10页Tourism Tribune

基　　金：国家旅游局面上科研项目(11TABG023);中央高校基本科研业务费专项资金项目(NKZXA10018)资助~~

摘　　要：旅游感知风险是影响消费者旅游决策的关键因素,对感知风险的维度识别与影响因素的研究尤为重要。该研究通过文献分析、预调研、大样本调查和探索性因子分析得出旅游消费者基于损失分类的感知风险维度,研究发现,除身体风险、功能风险、财务风险、沟通风险、心理风险、社会风险6个基本感知风险维度外,还存在服务风险、设施风险和沟通风险3个旅游消费情境下特定的感知风险维度。通过方差分析,发现在不同的消费者人口统计特征和旅游行为特征下,各维度的感知风险水平存在显著差异。According to the reports of UNWTO, international tourist arrivals increased by 4% and reached 1035 million in 2012.There is also 12% increase in tourist arrivals and reaches 2957 million in China at the same year, tourism has become an important industry in the world. With the rapid development of tourism there are more and more factors that would increase the risks confronting tourists. Consumers’ perceived risks in travel are the key factors that influence consumer travel decision. It is especially important to identify dimensions of the perceived risk and to study the driving forces. This paper reviewed the existing researches about the perceived risk in tourism and found that there is lack of research on the dimension of perceived risk in China, and try to find out the perceived risk dimensions through the literature review, investigating, the large sample surveying and exploratory factor analysis method. Firstly, we developed the scales of the perceived risk depend on the literature and open-ended questionnaire. Questionnaire included 12 types risks coming from existing literature, and tourists were asked what they are worried about when deciding travel and what loss they had experienced. Through the pilot-survey, we tested the reliability of the items and designed the formal questionnaire. Secondly, we take the large scale survey through field research and network research, survey data was collected from 528 tourists. Based on the classification of the loss of tourists, we found that there are nine dimensions of perceived risk in travel using exploratory factor method, in addition to six basic dimensions of perceived riskphysical risk, functional risk, financial risk, time risk, psychological risk and social risk, there are three special risks in tourism consumption situation service risk, equipment risk and communication risk. Nine dimensions explained 70.3% cumulative variance. All perceived risks dimensions are identified as tourists perceived uncertainty about lost in the travel, because

关 键 词：旅游感知风险 因子分析 维度 差异分析 

分 类 号：F592[经济管理—旅游管理]