旅游网站信息类型、品牌与服务保证对网站信任的影响  

The Influence of Website Information Type,Brand and Service Guarantee on Tourism Online Trust

作　　者：白凯[1] 吕洋洋[1] 李薇薇[1] 

机构地区：[1]陕西师范大学旅游与环境学院,陕西西安710119

出　　处：《旅游学刊》2014年第3期91-99,共9页Tourism Tribune

基　　金：国家自然科学基金(41271157);国家旅游局规划项目(12TACK001);陕西省社会科学基金项目(13Q046);中央高校基本科研业务费专项资金(11SZYB32)共同资助~~

摘　　要：文章通过2×2×2组间因子实验法,分析了旅游网站信息类型(专一信息型vs.综合信息型)、品牌(品牌声誉高vs.品牌声誉低)和服务保证(有vs.无)对旅游在线交易信任的影响,同时考察了三者之间可能存在的交互作用。实验结果表明:(1)专一信息型网站和综合信息型网站对网站信任程度的影响没有显著差异;(2)品牌声誉高和有服务保证对旅游网站的可信性评价要明显高于那些品牌声誉低和没有服务保证的旅游网站;(3)专一信息型和综合信息型网站之间的可信性评价会因网站品牌及服务保证的不同而不同,当旅游网站的品牌声誉较低或者没有服务保证时,专一信息型和综合信息型网站之间的信任程度的效果都将被放大。此外,服务保证对网站可信性的评价会因品牌的不同而不同,那些没有形成高品牌声誉的网站通过实施服务保证来降低感知风险、提升信任的效果要高于那些具备高品牌声誉的网站。在上述研究发现的基础上,文章讨论了研究的理论与实践意义。In the knowledge economy times,the Internet as the core of information technology has brought significant opportunities for the development of the tourism industry. With the rapid development of tourism e-commerce,online travel websites have become an important platform for tourism information search and reservation in the wave of the Internet economy. The interactivity,real-time and convenience of the network has gradually been combined with the traditional tourism transactions,prompting the rapid pace of development of Chinese tourism industry. So far,online tourism transactions are do minant. However,in real life,most consumers still prefer to search for information online and purchase travel products offline. Among a variety of reasons,lack of trust is the most obvious cause. Most tourists consider that online tourism trading is high risk and uncertain. As tourism websites are the direct interface and channel to consumers,the information content,transaction systems and service of tourists which are provided by the websites have become significant factors affecting the online trading willingness of trouists. The purpose of this study is to investigate the effects of website information type,brand and service guarantee on tourism online trust. The key methodology of this paper consists of a laboratory experiment, which is of high internal validity. A 2 × 2 × 2 factorial design is conducted in this research. Eight different scenarios are contrived in accordance with the levels of three independent variables including 'information type'( specific vs. general),'brand reputation'( high vs. low) and'service guarantee'( with vs. without). The results show that the effects on tourism online trust are stronger when tourism websites have a high brand reputation and service guarantee rather than low brand reputation and are without a service guarantee. However, beyond our expectation, there is no significant difference between specific information and general information websites on tourism online trust. What's more,th

关 键 词：旅游网站 网络信任 在线交易 品牌声誉 服务保证 

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