民宿居家氛围对游客选择意向的影响研究——共享经济平台信息源的调节作用  

A STUDY ON THE INFLUENCE OF HOMESTAY'S HOMEYATMOSPHERE ON THE CHOICE INTENTION OF TOURIST:THE MODERATING EFFECT OF SHARING ECONOMY PLATFORM INFORMATION SOURCE

作　　者：戴其文 陈景莲 郑燕巧 DAI Qi-wen;CHEN Jing-lian;ZHENG Yan-qiao(School of Economics and Management,Guangxi Normal University,Guilin 541004,China;Guangxi University Key Laboratory of Digital Empowered Economy Development,Guilin 541004,China;The Institute of Population and Labor Economics,Chinese Academy of Social Sciences,Beijing 100006,China)

机构地区：[1]广西师范大学经济管理学院,桂林541004 [2]广西高校数字赋能经济发展重点实验室,桂林541004 [3]中国社会科学院人口与劳动经济研究所,北京100006

出　　处：《人文地理》2025年第1期170-180,共11页Human Geography

基　　金：国家自然科学基金项目(42061027,72104209);国家社会科学基金项目(23BJY137);广西高等学校千名中青年骨干教师培育计划资助项目(2022QGRW002);广西哲学社会科学规划研究课题(24JYF015)。

摘　　要：基于“刺激—机体—反应”理论建立民宿选择意向的概念模型,综合运用结构方程建模技术,分析居家氛围、游客认知反应、情感反应与民宿选择意向之间的关系,并探讨共享经济平台信息源的调节作用。结果表明:民宿居家环境和主客互动提升了游客认知反应和情感反应,居家功能提升了认知反应,而情感反应促进了民宿游客的选择意向。游客认知反应和情感反应是影响民宿选择意向的重要中介。平台评级可以正向调节认知反应与行为意向之间的关系。考察民宿特性和在线信息对游客选择意向的影响,为消费者行为意向研究提供新的解释视角,拓展了旅游决策理论和信号理论。Based on the theory of"stimulus-organism-response"(SOR),this paper establishes a conceptual model of homestay choice intention and analyzes the impact mechanism of choice intention of homestay tourists through structural equation modeling,with a focus on exploring the mediating effects of tourists'cognitive and emotional responses and the moderating effect of sharing economy platform information source.The conclusions are drawn as follows.The homey environment and interaction between host and guest enhance tourist's cognitive and emotional responses,homey function enhances tourist's cognitive responses,and tourist's emotional responses promote the intention to choose homestay.The cognitive and emotional responses of tourist are important mediators that affect the intention to choose homestays.The rating of homestay on online platforms positively moderates the relationship between tourists'cognitive response and behavioral intention.The impact analysis of homestay characteristics and online evaluations on tourists'choice intention provides a new explanatory perspective for the study of consumer behavioral intention,and expands tourism decision-making theory and signal theory.

关 键 词：居家氛围 行为意向 在线信息 民宿旅游 

分 类 号：F590.3[经济管理—旅游管理]