网络社交媒体环境下女性旅游探店决策行为影响因素研究  

Research on the Influencing Factors of Women's Shop-Visiting Tourism Decision Making Behavior Under the Environment of Online Social Media

作　　者：邓洪波 金玲 刘青青 DENG Hong-bo;JIN Ling;LIU Qing-qing(School of Business Administration,Anhui University of Finance and Economics,Bengbu 233030,China;School of Tourism and Exhibition,Henan University of Economics and Law,Zhengzhou 450046,China)

机构地区：[1]安徽财经大学工商管理学院,安徽蚌埠233030 [2]河南财经政法大学旅游与会展学院,河南郑州450046

出　　处：《安徽师范大学学报（自然科学版）》2021年第1期59-67,共9页Journal of Anhui Normal University(Natural Science)

基　　金：安徽省教育厅高校人文社会科学研究重点项目(SK2020A0040).

摘　　要：社交媒体日益成为旅游者获取旅游信息的主要来源,并很大程度上影响着旅游动机和决策。通过分发调查问卷收集相关信息数据,并运用SPSSAU进行数据分析、建立模型和检验假设。聚焦网络社交平台对女性探店旅游决策行为的影响因素,发现女性进行旅游决策时较多考虑意见领袖以及信息内容,对平台系统方面关注相对较少,三者对决策行为均产生显著影响。最后为旅游市场的发展提供了科学合理的建议。Social media is becoming the main way for tourists to obtain information.Tourism intentions and decisions were largely influenced by social media.This study will distribute questionaires to obtain relevant data,using SPSSAU to analyze the model and test hypotheses.Focusing on the influence factors of online social platform on women's travel decision-making behavior,it is found that women pay more attention to opinion leaders and information content,and less attention to platform system when they make tourism decisions.All three factors have significant impact on decision-making behavior.Finally,the paper provides scientific and reasonable suggestions for the development of tourism market.

关 键 词：旅游探店行为 网络社交媒体 旅游决策行为 女性旅游 

分 类 号：F592.99[经济管理—旅游管理]