大学生购买在线旅行代理产品意向的影响因素  

Influential Factors on College Students' Purchase Intention to Online Travel Agency Products

作　　者：庄晓平[1] 张乔 孙艺萌 

机构地区：[1]华南师范大学旅游管理学院,广东广州510631

出　　处：《广东青年职业学院学报》2017年第4期14-22,共9页Journal of Guangdong Youth Vocational College

基　　金：广东省自然科学基金项目(2016A030313442)

摘　　要：互联网与旅游产业的融合,给在线旅行代理(OTA)带来了发展契机。大学生因追求自主与时尚逐渐成为购买OTA产品的重要消费群体,探究影响青年大学生购买OTA产品的意向具有一定的现实意义。文章在前人研究和因子分析的基础上,构建6个维度22项测量指标进行调查。通过信度、效度等检验分析发现,"网站实用性"是影响大学生购买意向的主导因素,大学生对操作简便、网站产品满足需求的要求较高;"信息质量"、"网站安全性"对购买意向也有影响,大学生群体重视OTA产品信息的全面、真实和时效性,以及网站支付安全与隐私安全;"购买环境"、"网站互动信任"对大学生购买意向影响较小,购物所产生的推荐意向或者重购意向对下次购物的选择没有很大的影响。根据以上特点,文章提出相应的建议,以期提高青年大学生购买OTA产品的兴趣。The integration of internet and tourism industry has brought development opportunities to online travel agency（OTA）.As the pursuers of independence and fashion,young college students have gradually become an important consumer group for the purchase of OTA products.It is of practical significance to explore young college students ＇ intention to purchase OTA products.On the basis of previous studies and pre-survey of questionnaires,the article constructs seven dimensions of 22 measurement indicators,including purchase environment,information quality,website usability,website usefulness,website safety,customer satisfaction,customer behavioral intention.Through the analysis of reliability and validity,it is found that ＂ website practicality＂ is the most influential factor on the purchase intention of college students because they pursue simple operation and demand satisfaction; ＂ information quality＂ and ＂ website security＂ also impact on their purchase intention because college students focus more on the integrality,reality and timeliness of OTA products information,as well as the payment security and privacy security; ＂ purchase environment ＂ and ＂ customer behavioral intention ＂ also have significant effect on the purchase intention of college students.Recommend intention and repurchase intention don＇t have much impact on the next purchase.According to the above characteristics,this paper puts forward some corresponding suggestions to improve young college students＇ interest in purchasing OTA products.

关 键 词：青年大学生 在线旅行代理产品 购买意向 影响因素 

分 类 号：F592[经济管理—旅游管理] F724.6[经济管理—产业经济] G645.5[文化科学—高等教育学]