在线旅游购买意愿驱动因素及作用机理研究——感知价值与感知风险的中介作用  

Research on Driving Factors and Mechanism of Online Tourism Purchase Willingness: Mediating Role of Perceived Value and Perceived Risk

作　　者：彭振 段正梁[1] 贲培雯 王方洁 PENG Zhen;DUAN Zheng-liang;BEN Pei-wen;WANG Fang-jie(Tourism College,Hunan Normal University,Changsha 410081,China)

机构地区：[1]湖南师范大学旅游学院

出　　处：《重庆工商大学学报（社会科学版）》2019年第4期68-76,共9页Journal of Chongqing Technology and Business University：Social Science Edition

基　　金：湖南省旅游局重点调研课题委托项目(2014LYB01)

摘　　要：基于SOR模型,构建在线旅游购买意愿驱动因素模型,应用结构方程实证分析了大学生在线旅游消费的驱动因素对购买意愿影响的作用机理,并深入探讨了感知价值和感知风险的中介效应。研究表明:(1)价格优惠性、网站服务质量和在线评论对消费者在线旅游购买意愿均有显著正向影响,感知价值对消费者在线旅游购买意愿有显著正向影响,感知风险显著负向影响消费者在线旅游购买意愿,其中感知价值在线旅游购买意愿的作用机制中发挥主要作用。(2)感知价值和感知风险在价格优惠性、网站服务质量和在线评论影响购买意愿的作用机制中均发挥了中介作用。Based on SOR model,the online tourism purchase willingness driving model was constructed.The structural equation was used to empirically analyze the mechanism of the influence of the driving factors of online tourism consumption on the purchase intention,and the mediating effect of perceived value and perceived risk was discussed in depth.The research shows that (1) price concessions, website service quality and online reviews have a significantly positive impact on consumers’ willingness for online purchase of travel.Perceived value has a significantly positive impact on consumers’ willingness for online purchase of travel,but perceived risk is significantly negative,among which perceived value plays a major role in acting mechanism of the online purchase willingness of the travel.(2) Perceived value and perceived risk play a mediating role in the mechanism of price concessions,website service quality and online comments affecting purchase intention.

关 键 词：SOR模型 在线旅游 感知价值 感知风险 购买意愿 

分 类 号：F592.6[经济管理—旅游管理]