基于价值观视角的消费者出境旅游动因研究——消费者世界主义的作用  

A Study on the Motivation of Consumers’ Outbound Travel Intention from the Perspective of Values:The Role of Consumer Cosmopolitanism

作　　者：郭功星[1] 张攀 程豹 GUO Gongxing;ZHANG Pan;CHENG Bao(School of Business,Shantou University,Shantou 515063,China;Business School,Sichuan University,Chengdu 610064,China;School of Business Administration,Faculty of Business Administration,Southwestern University of Finance and Economics,Chengdu 611130,China)

机构地区：[1]汕头大学商学院,广东汕头515063 [2]四川大学商学院,四川成都610064 [3]西南财经大学工商管理学院,四川成都611130

出　　处：《旅游学刊》2021年第9期134-146,共13页Tourism Tribune

基　　金：国家自然科学基金项目“性别比例失衡对消费者亲社会行为的影响研究:进化心理学视角”(71902125);中国博士后科学基金项目“中国核心家庭管钱模式与消费机理研究”(2018M633390);中央高校基本科研业务费专项资金四川大学商学院自主立项科研项目“性别比例失衡线索对可持续消费行为的影响研究:基于进化心理学视角”(No.2020ZYSXC09);广东省自然科学基金面上项目“中国服务业情境下顾客授权行为的内涵、后果与作用机制”(2019A1515011464);广东省科技专项资金(大专项+任务清单)项目“全球化背景下中国消费者价值观转型研究”(2019ST002);四川省哲学社会科学规划研究项目“资质过剩感知的影响后果、作用机理与作用边界”(SC21C068)共同资助。

摘　　要：在人们生活水平不断提升的背景下,中国居民出境旅游的现象日趋普遍。截至目前,鲜有研究从消费者内在价值观转变的角度关注"出境旅游热"的动因问题。文章基于后物质主义理论,运用实证研究范式,通过构建一个有调节的中介模型,探讨了消费者世界主义影响消费者出境旅游意愿的内在机制。层级回归结果表明:消费者世界主义对消费者创新有促进作用,进而增强了人们的出境旅游意愿;消费者的享乐主义价值观不仅会强化消费者世界主义对消费者创新的正向影响,还会进一步强化消费者世界主义通过消费者创新对出境旅游意愿的间接影响。研究不仅在一定程度上丰富了消费者出境旅游行为研究的文献资料,而且能够在管理实践中对出境旅游企业的政策制定提供有益参考。Given the emergence of globalization and enhanced cultural exchanges between countries,people,particularly those in emerging economies,can now purchase products from and tour other countries more easily than ever before.For instance,consider China,the largest emerging economy in the world.Following economic reforms that began in 1978,China has been in a period of rapid development,during which several changes have occurred,including a fast-growing economy and increased national strength.China has unquestionably become a major source of tourists for nations such as the United States,Russia,and South Korea.Thus,outbound tourism issues in emerging economies,such as tourists’ motivations for traveling abroad,are gaining prominence in academia.While extant studies have focused on this question by investigating topics such as travel cost,exchange rates,and/or travel quality from an objective standpoint,few have investigated subjective reasons,such as a shift in consumers ’ internal values(i.e.,from having an ethnocentric worldview to a cosmopolitan worldview).Consumer cosmopolitanism(COS) is a new concept that has emerged in recent years in the field of cross-cultural research.This concept investigates the shift in consumers’ internal values from an ethnocentric worldview to one that is globally oriented,thus providing a distinctive approach for investigating the antecedents of outbound tourism.In response to calls for further research on COS and to enrich the literature,this study aims to explore the under-examined impacts of COS on consumers’ outbound travel intentions and further expand the scope of extant research to unveil a new mechanism underlying the COS process based on post-materialism theory.This study utilized data collected in Xiamen,a city on China’ s southeastern coast.Xiamen is a popular tourist destination in Fujian province,known for its beautiful seascape as well as the Xiamen University,Nanputuo Temple and Kulangsu.Moreover,Xiamen was one of China’ s first four special economic zones,wit

关 键 词：消费者世界主义 消费者创新 出境旅游意愿 享乐主义价值观 后物质主义理论 

分 类 号：F590[经济管理—旅游管理]