在线旅游消费者行为影响因素研究  

A Study on the Influencing Factors of Online Travel Consumer Behavior

作　　者：朱晓锋 蔡延光[2] 汤雅连[2] ZHU Xiao-feng;CAI Yan-guang;TANG Ya-lian(School of Information Business,Jiangxi Metallurgical Vocational and Technical College,Xinyu Jiangxi 338000;School of Automation,Guangdong University of Technology,Guangzhou Guangdong 510006)

机构地区：[1]江西冶金职业技术学院信息商务学院,江西新余338000 [2]广东工业大学自动化学院,广东广州510006

出　　处：《广东技术师范大学学报》2020年第6期49-55,63,共8页Journal of Guangdong Polytechnic Normal University

摘　　要：以消费者行为和SICAS模型为理论基础,探讨消费者在在线旅游网站上的行为路径,确定影响其行为的主要因素.通过问卷调查收集真实数据,利用回归分析、假设验证等方法得出在线旅游网站上的消费者行为路径各影响因素的影响程度大小,结论表明品牌感知度、品牌吸引力、交互体验性、系统安全性、产品体验度对购买意向有78.7%的解释度且均有积极影响,购买意向对购买行为也有64.9%解释度和积极影响.Based on the theory of consumer behavior and the SICAS model,this paper explores the behaviors path of consumers on online travel websites,and determines the main factors affecting their behaviors.By collecting authentic data through questionnaire surveys and using regression analysis,hypothesis verification and other methods,it works out the impact of each influencing factor of consumer behavior paths on online travel websites.The results show that brand perception,brand attractiveness,interactive experience,system safety and product experience have an explanation degree of 78.7%and positive influence on purchase intention,while purchase intention has an explanation degree of 64.9%and positive influence on purchase behavior.

关 键 词：在线旅游 消费者行为 购买意向 SICAS 

分 类 号：F724.6[经济管理—产业经济] F713.55