人口统计和行为特征对旅游移动平台顾客融入的影响  

The Impact of Demographic and Behavioral Characteristics on Customer Engagement in Tourism Mobile Platforms

作　　者：吴文秀 张宏梅 

机构地区：[1]安徽师范大学国土资源与旅游学院,安徽芜湖241003 [2]上海师范大学旅游学院,上海200000

出　　处：《旅游导刊》2018年第1期37-55,共19页Tourism and Hospitality Prospects

基　　金：国家自然科学基金面上项目(41371161)资助

摘　　要：信息时代,顾客融入越来越受到学术界和企业界的广泛关注和讨论,但对顾客融入影响因素的实证研究仍然较少。本文以旅游移动平台为例,实证分析人口统计和行为特征对顾客融入(包括融入行为和融入动机两方面)的影响。研究发现:融入行为在人口统计特征变量上存在差异,表现为女性、18~30岁、受教育水平高的旅游者具有较高水平的融入行为;女性、受教育水平高的旅游者具有更强的融入动机,年龄对融入动机无显著影响;行为特征变量(出游情况、熟练程度和花费时间)均显著影响融入行为和融入动机。最后对研究结果进行讨论,并为旅游企业建设旅游移动平台以及提高顾客融入度提出建议。In the information age, customer engagement has been drawing increasing attention from both the academia and the tourist industry, sparkling a new wave of discussions on this issue. However, there are still few empirical studies focusing on the specific factors influencing customer engagement. Taking tourism mobile platform as an example, this paper conducts an empirical analysis on the impact of demographic characteristics and behavioral characteristics on customer engagement（from the perspective of customer engagement behavior and the perspective of customer engagement motivation） to fill the gap. Applying a combination of factor analysis, independent sample t-test and single-factor analysis of variance and other quantitative methods, the data analysis shows that there are great differences in terms of the demographic characteristic variables of customer engagement behavior. The data analysis shows that female tourists, aged between 18 years old and 30 years old, with higher levels of education, demonstrate a higher level of customer engagement behavior; female tourists with higher levels of education also demonstrate stronger motivations in terms of customer engagement. The research also shows that age does not seem to affect motivations levels of customer engagement behavior in a significant way; behavioral characteristic variables（the frequency of travelling, the proficiency level and the time spent in travelling） all pose a significant influence on customer engagement behavior and customer engagement motivation. Finally, the article discusses the research results in greater details and puts forward some suggestions for tourism enterprises on how to build more effective tourism mobile platforms and improve the level of customer engagement.

关 键 词：顾客融入 人口统计和行为特征 融入行为 融入动机 旅游移动平台 

分 类 号：F59[经济管理—旅游管理]