中国游客博彩消费行为意向及其影响因素——基于MGB理论的实证检验  

Chinese Tourists' Gaming Consumer Behavioral Intent and Its Influencing Factors:An Empirical Test Based on MGB Theory

作　　者：纪春礼[1] 聂元昆[2] JI Chunli NIE Yuankun(Gaming Teaching and Research Center, Macao Polytechnic Institute, Macao 999078, China Business School, Yunnan University of Finance and Economics, Kunming 650221, China)

机构地区：[1]澳门理工学院博彩教学暨研究中心,澳门999078 [2]云南财经大学商学院,云南昆明650221

出　　处：《旅游学刊》2017年第7期37-46,共10页Tourism Tribune

基　　金：国家自然科学基金项目"基于营销-金融对接视角的市场基础性资产与企业价值关系研究"(71462034)资助~~

摘　　要：近年来,中国出境游游客参与博彩消费行为的现象日趋普遍,但对于中国游客博彩消费行为的理论研究却极为匮乏。该研究将目标导向行为模型引入中国游客的博彩消费行为研究领域,建立游客博彩消费行为意向影响因素模型,以到澳门旅游时参与博彩活动的中国内地游客为研究对象,采用问卷调查的方法获取270份有效问卷,并采用结构方程方法对游客博彩消费行为意向的理论模型进行了实证检验。研究结论显示,游客的博彩消费态度、博彩消费的正向预期情绪、博彩消费的感知行为控制以及游客过去的博彩行为对其博彩欲望有着显著的正向影响,而博彩欲望会进一步正向影响游客的博彩行为意向。同时,游客的感知行为控制对其博彩行为意向亦有着直接的正向影响。但是,游客的博彩主观规范、负向预期情绪对于博彩欲望的影响并不显著。该文的研究对于检视目标导向行为模型在旅游消费者行为研究领域的适用性,以及丰富和发展博彩消费者行为理论文献都有着重要的价值和意义。In recent years, the phenomenon of Chinese outbound travelers as gaming consumers has grown increasingly prevalent. However, research on Chinese travelers＇ gaming behavior is extremely scarce. Existing literature has employed numerous theories to explain human behavior underlying this pattern. Among these theories, the theory of reasoned action and the theory of planned behavior are representative social psychological theories useful for understanding the patterns and traits of specific human behaviors. Although these theories have been applied in studies of various human behaviors, they have not considered the individual＇ s non-volitional situation, in which time, money, resources, and opportunity limit behavior. To address this limitation, some scholars have proposed a model of goaldirected behavior that addresses the limitations of the theory of reasoned action and the theory of planned behavior. To better understand specific human behaviors, the model of goal-directed behavior incorporates desire, anticipated emotions, and the concept and role of past behavior, as well as the original variables of the theory of planned behavior. By adding in these concepts, the predictive ability and explanatory power of the model of goal-directed behavior have been greatly enhanced. Therefore, the model of goal-directed behavior is a vitally pertinent theory in the field of consumer behavior research. However, this theory is still not widely used in research on tourists＇ consumption behavior, especially with regard to behavioral research on Chinese outbound tourists＇ gambling behavior. In the present paper, the model of goal-directed behavior is introduced in the context of gaming behavior research on Chinese outbound tourists. This approach is used to construct an influencing factor model of gaming consumer behaviors among tourists. As the research object, the paper takes up Chinese tourists who have traveled to Macao and participated in gaming. A questionnaire survey method was applied and acquired 270 valid quest

关 键 词：目标导向行为模型 博彩消费者 中国游客 

分 类 号：F126.1[经济管理—世界经济] F592F719.5