基于目标框架理论的旅游电商网站依恋行为研究  

Research on Attachment Behavior of Tourism E-commerce Websites Based on Goal-Framing Theory

作　　者：任劲劲[1] 李雪媛 盛晨[1] 郜颖[1] REN Jin-jin;LI Xue-yuan;SHENG Chen;GAO Ying(Tong ling Polytechnic,Anhui Tongling,244000)

机构地区：[1]铜陵职业技术学院管理系,安徽铜陵244000

出　　处：《泰山学院学报》2020年第4期103-108,共6页Journal of Taishan University

基　　金：安徽省优秀青年人才一般项目(gxyq2018207);铜陵职业技术学院人文社会科学课题(tlpt2019HG001);安徽省高校人文社会科学研究项目(SK2019A0880)阶段性成果。

摘　　要：依恋行为一直是旅游学界研究的重点,目标框架理论是近年来行为学研究中引入较为成功的理论,网站依恋行为是电商企业关注的新视角,旅游电商网站的依恋行为研究尚未引起学者的关注。在综述网站依恋、目标框架理论的基础上对旅游电商网站依恋行为进行研究,得出旅游消费者在浏览网站时可以获取目标利益,形成情感依附,网站信息会增强旅游者对网站的认同感的结论。目标框架与依恋行为互相影响,共同作用于消费者行为。旅游电商企业要巧用旅游者的框架目标,增强网站依恋感,打好营销牌。Attachment behavior has always been the focus of tourism research.Goal-Framing theory is a relatively successful theory which was introducing into behavioral research in recent years.Website attachment behavior is a new perspective for e-commerce enterprises,but the research on attachment behavior of tourism e-commerce websites has not received enough attention.On the basis of summarizing the theories of website attachment and Goal-Framing theory,this paper studies the attachment behavior of tourism e-commerce websites.It is concluded that tourism consumers can obtain target benefits and form emotional attachment when browsing websites.At the same time,website information will enhance tourists'identification with the website.The goal framework and attachment behavior influence each other and jointly act on consumer behavior.As a tourism e-commerce enterprise,it should make good use of tourists'framework goals,enhance website attachment and play a good marketing card.

关 键 词：依恋理论 目标框架理论 网站依恋行为 消费者行为研究 旅游电子商务 

分 类 号：F590.8[经济管理—旅游管理]