在线旅游购买意愿驱动因素及作用机理研究——感知价值与感知风险的中介作用
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摘要
基于SOR模型,构建在线旅游购买意愿驱动因素模型,应用结构方程实证分析了大学生在线旅游消费的驱动因素对购买意愿影响的作用机理,并深入探讨了感知价值和感知风险的中介效应。研究表明:(1)价格优惠性、网站服务质量和在线评论对消费者在线旅游购买意愿均有显著正向影响,感知价值对消费者在线旅游购买意愿有显著正向影响,感知风险显著负向影响消费者在线旅游购买意愿,其中感知价值在线旅游购买意愿的作用机制中发挥主要作用。(2)感知价值和感知风险在价格优惠性、网站服务质量和在线评论影响购买意愿的作用机制中均发挥了中介作用。
Based on SOR model,the online tourism purchase willingness driving model was constructed.The structural equation was used to empirically analyze the mechanism of the influence of the driving factors of online tourism consumption on the purchase intention,and the mediating effect of perceived value and perceived risk was discussed in depth.The research shows that( 1) price concessions,website service quality and online reviews have a significantly positive impact on consumers' willingness for online purchase of travel.Perceived value has a significantly positive impact on consumers' willingness for online purchase of travel,but perceived risk is significantly negative,among which perceived value plays a major role in acting mechanism of the online purchase willingness of the travel.( 2) Perceived value and perceived risk play a mediating role in the mechanism of price concessions,website service quality and online comments affecting purchase intention.
Based on SOR model,the online tourism purchase willingness driving model was constructed.The structural equation was used to empirically analyze the mechanism of the influence of the driving factors of online tourism consumption on the purchase intention,and the mediating effect of perceived value and perceived risk was discussed in depth.The research shows that( 1) price concessions,website service quality and online reviews have a significantly positive impact on consumers' willingness for online purchase of travel.Perceived value has a significantly positive impact on consumers' willingness for online purchase of travel,but perceived risk is significantly negative,among which perceived value plays a major role in acting mechanism of the online purchase willingness of the travel.( 2) Perceived value and perceived risk play a mediating role in the mechanism of price concessions,website service quality and online comments affecting purchase intention.
引文
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[27] Bauer R A. Consumer behavior as risk taking[A].//:Hancock R S. Dynamic Marketing for a Changing World[C].Proceeding of the 43rd Conference of American Marketing Association,1960:389-398.
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[30]鄢慧丽,徐帆,熊浩,等.感知风险对在线旅游产品购买意愿的影响分析[J].重庆邮电大学学报(社会科学版),2018,30(3):81-87.
[31]袁亮,吴佩勋.基于结构方程模型的线上展示、感知风险与购买意愿[J].统计与决策,2017(22):183-186.
[32]张念照.信息过载环境下网络消费者购买意愿形成过程研究[D].北京:北京邮电大学,2013.
[33]张河清,王蕾蕾,香嘉豪.基于网络文本分析的民族传统聚落旅游感知研究——以“肇兴侗寨”为例[J].重庆工商大学学报(社会科学版),2018(5):39-46.
[2]中国互联网络信息中心.第41次中国互联网络发展状况统计报告[R/OL].2018-03-05.www.cnnic.net.cn/hlwfzyj/hlwxzbg/hlwtjbg/201803/P020180305409870339136.pdf.
[3]史烽,孟超,李晓锋,等.基于SOR模型的网络团购消费者购买意愿研究[J].商业经济研究,2017(20):53-55.
[4]陈素平,成慕敦.基于S-O-R模型系统的单身女性休闲旅游消费行为分析[J].贵州社会科学,2016(3):154-162.
[5]张玉鲁.基于S-O-R模型的服装网络购买意愿影响因素实证研究[D].上海:东华大学,2012.
[6]赵晓飞,高琪媛.农产品网购意愿影响因素及作用机理研究——基于参照效应视角的分析[J].北京工商大学学报(社会科学版),2016,31(3):42-53.
[7]宋之杰,石晓林,石蕊.在线旅游产品购买意愿影响因素分析[J].企业经济,2013(10):96-100.
[8]张霞.基于技术接受模型的大学生在线旅游消费意愿研究[D].大连:大连海事大学,2017.
[9] Mehrabian A,Russell J A. An Approach to Environment Psychology[M].MIT,1974.
[10] Eroglu S A,Machleit K A,Davis L M. Atmospheric qualities of online retailing:A conceptual model and implications[J]. Journal of Business Research,2001,54(2):177-184.
[11]陈华.社交网络结构对消费者行为的影响分析[J].统计与决策,2016(10):94-97.
[12]菲利普·科特勒.营销管理[M].北京:中国人民大学出版社,2001.
[13]王宗水,赵红,秦绪中.我国家用汽车顾客感知价值及提升策略研究[J].中国管理科学,2016,24(2):125-133.
[14]黄璐,黄劲.价格对消费者网购感知风险的影响机制探讨[J].价格月刊,2011(2):31-34.
[15]白世贞,谢爽.网络购物环境下参考价格对购买意愿影响的研究[J].价格月刊,2017(4):10-15.
[16] Hew J J,Leong L Y,Tan W H,et al.Mobile social tourism shopping:A dual-stage analysis of a multi-mediation model[J].Tourism Management,2018,66:121-139.
[17]李雪欣,钟凯.网络消费者感知价值影响因素的实证研究[J].首都经济贸易大学学报,2013,15(3):77-84.
[18]何其帼,廖文欣.网络零售企业服务质量对消费者感知风险的影响——第三方物流启动信息的调节作用[J].经济管理,2012,34(2):89-96.
[19]李雅丽.在线旅游网站顾客感知价值与订购意愿研究[D].武汉:武汉理工大学,2015.
[20]张媛媛.在线评论对消费者购买决策影响的实证研究[D].杭州:浙江财经大学,2015.
[21]肖玲.在线评论对消费者网购过程中感知风险影响的研究[D].长沙:中南大学,2012.
[22] Zeithaml V A.Consumer perceptions of price,quality,and value:A means-end model and synthesis of evidence.[J].Journal of Marketing,1988,52(3):2-22.
[23] Grewal D,Monroe K B,Krishnan R.The Effects of PriceComparison Advertising on Buyers’Perceptions of Acquisition Value,Transaction Value,and Behavioral Intentions[J].Journal of Marketing,1998,62(2):46-59.
[24] Sheth J N,Newman B I,Gross B L.Why we buy what we buy:A theory of consumption values[J].Journal of Business Research,1991,22(2):159-170.
[25]张国政,彭承玉,张芳芳,等.农产品顾客感知价值及其对购买意愿的影响——基于认证农产品的实证分析[J].湖南农业大学学报(社会科学版),2017,18(2):24-28.
[26]李宗伟,张艳辉,栾东庆.哪些因素影响消费者的在线购买决策?——顾客感知价值的驱动作用[J].管理评论,2017,29(8):136-146.
[27] Bauer R A. Consumer behavior as risk taking[A].//:Hancock R S. Dynamic Marketing for a Changing World[C].Proceeding of the 43rd Conference of American Marketing Association,1960:389-398.
[28] Derbaix C.Perceived risk and risk relievers:An empirical investigation[J].Journal of Economic Psychology,1983,3(1):19-38.
[29]董大海,李广辉,杨毅.消费者网上购物感知风险构面研究[J].管理学报,2005(1):55-60.
[30]鄢慧丽,徐帆,熊浩,等.感知风险对在线旅游产品购买意愿的影响分析[J].重庆邮电大学学报(社会科学版),2018,30(3):81-87.
[31]袁亮,吴佩勋.基于结构方程模型的线上展示、感知风险与购买意愿[J].统计与决策,2017(22):183-186.
[32]张念照.信息过载环境下网络消费者购买意愿形成过程研究[D].北京:北京邮电大学,2013.
[33]张河清,王蕾蕾,香嘉豪.基于网络文本分析的民族传统聚落旅游感知研究——以“肇兴侗寨”为例[J].重庆工商大学学报(社会科学版),2018(5):39-46.
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