旅游情景中网站特征对旅游行为意向的影响研究——基于心流体验的中介效应  

Research on Influence of Website Characteristics on Tourism Behavioral Intentions in Tourism Situation——Based on Mediating Effect of Flow Experience

作　　者：张成琳 董林峰[1] 乔琳[1] ZHANG Cheng-lin;DONG Lin-feng;QIAO Lin(College of Tourism,Hainan University,Haikou 570100,China)

机构地区：[1]海南大学旅游学院

出　　处：《资源开发与市场》2020年第1期101-105,112,共6页Resource Development & Market

基　　金：科技部国际科技合作专项基金项目(编号:2014DFA13140);海南省研究生创新科研课题项目(编号:Hys2018-155)

摘　　要：“互联网+旅游”融合发展使浏览网站成为旅游者获取旅游信息的主要方式,而旅游意向和决策在很大程度上受到网站信息的影响。基于社会认知理论,引入心流体验作为中介变量,探究网站特征的四个维度(互动性、生动性、关系强度、内容丰富度)对旅游行为意向的影响。结果显示:在旅游情境中,心流体验部分中介网站生动性和互动性对旅游行为意向的影响,完全中介关系强度对旅游行为意向的影响;内容丰富度对心流体验不存在显著影响,但对旅游行为意向影响显著。The integration and development of“Internet+tourism”made website browsing become the main way for tourists to obtain tourism information.Tourism intentions and decisions were largely influenced by website information.Based on social cognitive theory,this paper incorporated flow experience as a mediation to explore the impact of four dimensions of website characteristics(interactivity,vividness,tie strength,content richness)on tourism behavioral intention.The results showed that:In the tourism situation,flow experience made a partial mediation in the relationship between tourism behavioral intention and vividness or interactivity,and played a full mediation role in the influence of tie strength on tourism behavioral intention.Meanwhile,content richness had non-significant impact on flow experience,but had a significant positive effect on tourism behavioral intention directly.

关 键 词：网站特征 心流体验 社会认知理论 旅游行为意向 

分 类 号：F590.82[经济管理—旅游管理]