网络旅游消费者参与心理与行为的实证研究  

An Empirical Study on the Psychology and Behaviors of Online Tourism Consumer Participation

作　　者：姚唐[1] 郑秋莹[2] 邱琪[3] 范秀成[4] 

机构地区：[1]北京航空航天大学经济管理学院,北京100191 [2]北京中医药大学管理学院,北京100029 [3]首都经济贸易大学工商管理学院,北京100070 [4]复旦大学管理学院,上海200433

出　　处：《旅游学刊》2014年第2期66-74,共9页Tourism Tribune

基　　金：国家自然科学基金(71202015;71102032;71232008);教育部高等学校博士学科点专项科研基金(20121102120022);中央高校基本科研业务费(YWF-13-D2-RW-6)资助~~

摘　　要：互联网技术在全球的迅猛发展为网络与旅游的结合提供了重要的基础,并为现代旅游业开启了一个崭新的时代。网络旅游作为一种日益兴盛的现代旅游方式,已经成为旅游业信息化发展的重要表现形式之一,同时也是当今世界旅游业发展的重要方向。因此,了解和分析消费者网络旅游参与的心理和行为对旅游企业的营销和管理也变得越来越关键。然而,现有网络旅游研究主要探讨旅游网络消费者参与行为的特征,对旅游网站特性影响作用、网络旅游消费者参与动机、参与过程和参与心理机制的研究深度还不够。为了揭示现阶段我国旅游网站特性对网络旅游消费者参与心理和最终参与行为的影响作用,该研究在充分总结有关研究的基础上,构建了网络旅游消费者参与心理和行为的概念模型,随后对参与到旅游网站中的397名消费者进行调查分析。研究结果发现:旅游网站的熟悉度和服务规范度会有效影响消费者参与心理的自我决定需求,进而对消费者参与旅游网站的感知卷入和信息搜寻行为产生影响作用。研究结论建议,旅游网站吸引消费者参与的同时需要切实提高企业的品牌知名度和服务规范度,这是进一步提高网络旅游消费者对网站忠诚度的重要基础。The fast development of information technology has established an important foundation for the combination of network and tourism, and opened up an entirely new era for the practice of modern tourism. Therefore, understanding and analyzing the psychology and behavior of consumers＇ online tourism participation is becoming more and more critical to tourism marketing and management. As an increasingly popular mode of modern tourism, online tourism has become one of the most significant manifestations of tourism informational development, and at the same time, it has become the vital direction of globe tourism development nowadays. However, the existing studies mainlyfoeus on the characteristics of consumer participation behavior in online tourism, and not on the effect of tourism website characteristics, consumer participation motivation, participation processes, participation psychology and behavioral mechanism. In order to examine the impact of tourism website characteristics on consumer participation psychology and subsequent participation behavior, this paper introduced the self-determination theory from psychological science to online tourism consumer behavior study. To accomplish the research goal, this study tested 12 hypotheses and constructed the conceptual model of online tourism consumer participation psychology and behavior based on the systematic review of relevant studies. The participants were 397 tourism websites users and each completed an online survey. Structural Equation Modeling was used in the data analysis. Major findings included that perceived tourism website familiarity and service norm had positive effects on consumers＇ autonomy, competency, and relatedness-- the three factors that influence consumers＇ self-determination states when they participate in the online activities. That is to say, when online tourism consumers perceived higher website familiarity and better website service norm, they would have the greater perception of autonomy, competence and relatedness. The structural

关 键 词：网络旅游 消费者参与 网站熟悉度 网站服务规范度 自我决定 

分 类 号：F592[经济管理—旅游管理] F724.6[经济管理—产业经济] F713.55