网络负面口碑如何影响旅游目的地形象:基于大学生样本的实验检验  

How does Negative Online Word-of-Mouth Affect Destination Image:Two Scenario Experiments Based on Samples of University Students

作　　者：侯俊东[1] 常雪萍 庄小丽[1] HOU Jun-dong;CHANG Xue-ping;ZHUANG Xiao-li

机构地区：[1]中国地质大学(武汉)经济管理学院,湖北武汉430074

出　　处：《中国地质大学学报（社会科学版）》2020年第6期121-137,共17页Journal of China University of Geosciences(Social Sciences Edition)

基　　金：国家自然科学基金面上项目“公众参与社会化公益价值共创行为的形成机制及转换过程研究”(71874163);国家自然科学基金面上项目“社会公众集群捐赠行为涌现的动力机制及过程研究”(71572185)。

摘　　要：整合网络负面口碑信息属性、来源及传播对象三个方面,形成"网络负面口碑—感知风险—旅游目的地形象"的分析框架,探究了网络负面口碑不同信息类型(客观属性型vs主观情感型)和来源可信度(高vs低)影响旅游目的地形象的作用机制及边界条件。以大学生为样本,通过两个情景实验发现:(1)网络负面口碑信息类型和来源可信度对旅游目的地形象存在直接及交互影响;(2)感知风险在网络负面口碑信息类型和来源可信度与旅游目的地形象的关系中发挥中介作用;(3)游客涉入度是上述关系中的一个边界条件,即网络负面口碑信息类型和来源可信度对旅游目的交互效应只有对高涉入度的游客有作用,对低涉入度游客的影响差异不显著。Based on the integration of three factors:the message attribute,source and recipient of O-nWOM,and the analysis framework about O-nWOM-perceived risk-destination image,this paper makes use of 2×2 experimental method,runs various statistical tools such as ANOVA and bootstrap,to comprehensively examine the underlying mechanism and boundary condition of information types(objective attribute vs.subjective emotion)and source credibility(high vs.low)of O-nWOM on destination image.The results from two experiments are as follws:(1)there is an interaction effect of information types and source credibility of O-nWOM on destination image,and moreover,compared with the subjective emotional O-nWOM,the objective attribute O-nWOM has greater impacts on destination image;(2)There is a mediating mechanism underlying how information types and source credibility of O-nWOM influence destination image,that is,a relevant individual variable(perceived risk)mediates these effects;(3)to some degree,the involvement of tourists will moderate the effect of information types and source credibility of O-nWOM on destination image,which indicates tourist involvement is a boundary condition in the relationship mentioned above.

关 键 词：网络负面口碑 目的地形象 感知风险 游客涉入度 

分 类 号：F590.3[经济管理—旅游管理]