旅游电子商务企业营销道德行为与游客响应——在线体验的中介作用  

Research on Marketing Ethical Behaviour of Tourism Electronic Commerce Enterprise and Tourist Response:Mediation Effect of Online Experience

作　　者：沈鹏熠 万德敏 SHEN Pengyi;WAN Demin(School of Business Administration,Jiangxi University of Finance and Economics,Nanchang 330032,China;School of Economics and Management,East China Jiaotong University,Nanchang 330013,China)

机构地区：[1]江西财经大学工商管理学院,江西南昌330032 [2]华东交通大学经济管理学院,江西南昌330013

出　　处：《旅游导刊》2019年第5期47-65,共19页Tourism and Hospitality Prospects

基　　金：国家自然科学基金项目（项目编号：71762011、71362002）;江西省自然科学基金项目（项目编号：20171BAA208007）;江西省社科规划项目（项目编号：17GL12）;江西省研究生创新专项资金项目（项目编号：YC2018-S255）资助

摘　　要：基于文献回顾和访谈研究,本文构建了以游客在线体验为中介变量、电子商务企业营销道德行为为前因变量、游客响应为结果变量的理论模型。结果表明,旅游电子商务企业营销道德行为通过在线体验的中介作用对游客响应产生影响。其中,隐私保护、安全可靠、诚信经营对认知体验有积极影响,隐私保护、安全可靠、诚信经营、社会责任履行对情感体验有积极影响,隐私保护、安全可靠、诚信经营对游客响应有积极影响,认知体验对情感体验有积极影响,认知体验、情感体验对游客响应有积极影响。并且,认知体验在隐私保护、安全可靠、诚信经营与游客响应中发挥了部分中介效应,情感体验在安全可靠与游客响应中发挥了完全中介效应,而在隐私保护、诚信经营与游客响应中发挥了部分中介效应。本研究对旅游电子商务企业营销道德行为和游客体验管理有重要启示。This study uses information drawn from a literature review and interviews to construct a theoretical model that takes the online experience of tourists as the intermediary variable,the marketing ethics of e-commerce enterprises as the antecedent variable,and the tourist response as the outcome variable.The results show that the ethical marketing strategies employed by e-commerce enterprises in the travel industry significantly impact tourist responses through the mediation of the online tourist experience.Privacy protection,a safe and reliable experience away from home,and good faith management impact cognitive experience positively,while these same factors also have a positive effect on tourist response and combine with the consumer’s belief that the enterprise has fulfilled its social responsibility to influence affective experience in a similarly positive way.There is a strong internal relationship between these elements:the tourist’s cognitive experience positively impacts their affective experience;moreover,affective experience has a stronger impact on tourist response than cognitive experience.However,the cognitive experience creates an effect of partial mediation between the positive strategies used by e-commerce enterprises and the tourist response;likewise,affective experience plays a similar role in mediating the tourist response to privacy protection and good faith management,whilst completely altering the tourist’s perception of whether their experience has been safe and reliable.This study is important with regards to the construction of marketing ethics and the management of tourist experience in the online travel market.

关 键 词：旅游电子商务 营销道德 在线体验 游客响应 

分 类 号：F59[经济管理—旅游管理]