数字赋能下文旅产品消费者在场体验影响因素与互动机理——基于意识谱理论的扎根研究  

Influencing Factors and Interaction Mechanism of Digital Empowerment of Consumers’Presence Experience in Downstream Products:Grounded Research Based on Consciousness Spectrum Theory

作　　者：周世菊 赵海荣[2] 张梦桃 ZHOU Shi-ju;ZHAO Hai-rong;ZHANG Meng-tao(School of Journalism and Media,Shanxi Datong University,Datong 037009,China;School of History and Tourism Culture,Shanxi Datong University,Datong 037009,China;School of Economics and Management,Beijing University of Posts and Telecommunications,Beijing 100000,China)

机构地区：[1]山西大同大学新闻与传媒学院,山西大同037009 [2]山西大同大学云冈学学院,山西大同037009 [3]北京邮电大学经济管理学院,北京100000

出　　处：《经济问题》2024年第2期70-76,共7页On Economic Problems

基　　金：教育部人文社会科学研究青年基金“北魏平城虚拟现实的原真性复原及景观活态化展示研究”(20YJCZH248);山西省高等学校哲学社会科学研究项目“文旅融合视阈下北魏方山永固陵园数字化复原和传播研究”(2020W112);山西省艺术科学规划项目“全媒体背景下云冈石窟佛塔文化数字化传播研究”(2021C011)。

摘　　要：研究数字文旅产品消费者体验,有助于丰富旅游体验理论,有利于数字技术赋能下展览产品健康发展。通过对六个案例消费点评与访谈数据等的质性分析,基于意识谱理论,发掘数字赋能下消费者在场体验的形成因素与互动机制。研究发现:个人情境、在场氛围感知、在场知性认知、在场感性认知是影响消费者在场体验的四大主范畴。在个体心境、涉入能力、物理空间氛围、服务氛围、非物理空间氛围、交互感知等11个副范畴中,虚拟场景体验时消费者受呈现感知、知识提取、知识编码、交互感知、衍生设计、便利因素的影响;实体场景体验时消费者受非物理空间氛围、物理空间氛围、服务氛围因素的影响;两种场景中消费者同时受涉入能力、个体心境因素的影响。在此基础上,构建消费者在场体验的机理过程模型,以解读数字文旅产品如何引起消费者在场行为变化,进而导致在场情感体验发生,希冀为数字赋能下文旅产品设计提供决策依据。Studying the consumer experience of digital travel products is helpful to enrich the theory of tourism experience,which is conducive to the healthy development of exhibition products under the empowerment of digital technology.Based on the qualitative analysis of consumer reviews and interview data of six cases,this paper explores the forming factors and interactive mechanism of consumer experience under digital empowerment.It is found that personal situation,perception of presence atmosphere,knowledge of presence and perception of presence are the four main categories that affect consumers’presence experience.In 11 sub-categories,such as individual mood,involvement ability,physical space atmosphere,service atmosphere,non-physical space atmosphere and interactive perception,consumers in virtual scene experience are influenced by presentation perception,knowledge extraction,knowledge coding,interactive perception,derivative design and convenience factors.In the physical scene experience,consumers are influenced by non-physical space atmosphere,physical space atmosphere and service atmosphere.In both scenarios,consumers are affected by the involvement ability and individual mood factors;On this basis,a process model of consumer’s presence experience mechanism is constructed to explain how digital travel products cause changes in consumer’s presence behavior,and then lead to emotional experience.The article provides decision-making basis for the design of digital empowerment products.

关 键 词：数字技术 文旅产品 在场体验 扎根模型 

分 类 号：F49[经济管理—产业经济] F592