新冠肺炎疫情背景下体育旅游消费行为影响机制——基于S-O-R框架的MOA-TAM整合模型的实证分析  

Research on the Impact Mechanism of Sports Tourism Consumption Behavior under the Background of the Normalization of COVID-19 Prevention and Control:Empirical Analysis of MOA-TAM Integration Model Based on S-O-R Framework

作　　者：刘雷[1] 史小强[1] LIU Lei;SHI Xiaoqiang(School of Economic and Management,Shanghai University of Sport,Shanghai 200438,China)

机构地区：[1]上海体育学院经济管理学院,上海200438

出　　处：《旅游学刊》2021年第8期52-70,共19页Tourism Tribune

基　　金：国家社会科学基金后期资助项目“地方政府全民健身公共服务绩效:评估模型构建、实证分析与提升路径”(19FTYY001)资助。

摘　　要：文章以刺激-机体-反应为理论框架,结合消费者行为研究领域成熟的动机-机会-能力模型与技术接受模型,以体育旅游的消费者为研究对象,尝试构建在新冠肺炎疫情防控常态化背景下体育旅游消费行为的影响机制模型。通过实证研究发现,在目前疫情常态化防控背景下,消费者的体育旅游风险感知较高,体育旅游消费行为意向较低。在体育旅游消费行为意向产生的影响因素上,刺激因素中,消费者的体育旅游动机起到了核心主导作用,体育旅游机会起到催化作用,体育旅游能力起到辅助作用;机体因素中,消费者对体育旅游的有用性与易用性感知起到关键作用,而感知风险性起到负向制约作用。在此基础上,针对促进我国体育旅游消费与体育旅游产业健康、持续、稳定发展提出相应的对策与建议。This study applied the stimulus-organism-response(S-O-R) framework as its theoretical basis;that S-O-R framework was combined with the mature MOA and TAM theories in the field of consumer behavior research. The object was to directly identify consumers and potential consumers in sports tourism toward establishing a model for the influence mechanism of consumption behavior related to sports tourism with respect to the normalization of COVID-19 prevention and control. The study found that regarding the normalization of COVID-19 prevention and control, consumers had a higher perception of sports tourism risks but lower behavior intentions for sports tourism consumption. Among the stimulating factors for consumers’ behavior intention for sports tourism, this study obtained the following findings: consumers’ motivation for sports tourism played a leading role;its total effect on sports tourism consumption intention was the greatest among all the variables. Sports tourism opportunities(i.e., policy support and service guarantees by governments and related enterprises) were key factors;consumers’ sports tourism capabilities sustained a supporting role. Among the organizational factors, this study identified the following: perception of the usefulness and ease of use of sports tourism played a notable function;the perceived risk had a negative influence in restricting consumers who had experienced sports tourism. The positive effect of consumption intention was significantly higher among consumers without sports tourism experience;the negative effect of the perceived risk of sports tourism on consumption intention was significantly lower among such consumers. With respect to new economic developments in China related to the normalization of COVID-19 prevention and control, it is necessary to formulate more appropriate and feasible sports tourism policies. It is also important to introduce essential reform measures to guide the key influencing factors related to consumers’ sports tourism intentions. Efforts need t

关 键 词：新冠肺炎 常态化防控 体育旅游 消费意向 影响机制 

分 类 号：F59[经济管理—旅游管理]