酒店网络预订信任前因对使用意图的影响——信任中介与制度保障分析  

The impact of the antecedents of consumer trust on intention to use e- tourism in online hotel booking——An analysis of trust intermediary and institutional guarantee

作　　者：花菲菲[1] 

机构地区：[1]西安翻译学院诒华学院,陕西西安710062

出　　处：《旅游研究》2016年第2期82-88,共7页Tourism Research

基　　金：国家旅游局规划项目"旅游网络交易的信用体系问题研究"(12TACK001)

摘　　要：在现有研究基础上,梳理出信任前因、信任、使用意图、制度保障四个概念。将信任前因划分为知识为基础的信任、计算为基础的信任与情境常态三个维度,用能力、仁慈和正直三个因素衡量信任,并以是否有使用相关网站所提供的基础服务和延展服务的意愿为信任的后果,以制度保障为调节变量,构建结构方程模型,重点探讨酒店网络预订过程中信任相关概念的角色扮演。研究发现,信任在信任前因与使用意图之间起着完全中介的作用,制度保障对信任与使用意图的关系起到调节作用,而在信任前因与信任之间调节作用并不显著。结合旅游电子商务的特性,提出网站应如何向消费者传达网站值得信赖的属性的建议。Based on the existing literature review, this study sums up four concepts ： antecedents of consumer trust ; trust ; in- tention to use, and institutional guarantee. Antecedents of trust can be divided into the following three dimensions： knowledge - based trust, calculation- based trust and situational normality, we can use three factors, namely, ability belief, benevolence be- lief, and integrity belief to assess trust, and whether to use the basic services and advanced services provided by some related web- site is taken as the consequences of trust, we also take institutional guarantee as regulated variable to construct structural equation model, and focus on discussing the role play of the related concepts of trust in the process of online hotel booking. It is found that trust plays fully intermediary roles between the antecedents of consumer trust and the intention to use ; system security plays regula- tory roles in the relationship between trust and the intention to use, and the regulatory roles between the antecedents of consumer trust and trust are insignificant. Finally, based on the characteristics of tourism electronic commerce, the suggestion that how the websites should convey its trustworthy attribute to the customers is put forward.

关 键 词：信任前因 信任 使用意图 中介作用 调节作用 

分 类 号：F719.2[经济管理—产业经济] F713.36