旅游者出游的信息搜寻行为研究
摘要
随着社会经济的快速发展和人民生活水平的不断提高,旅游的重要性日益彰显,它已成为现代人生活中不可或缺的部分,对个人、社会、乃至世界产生了广泛的影响。因此,越来越多的学者和企业经营管理者开始关注旅游者的购买行为和消费特征,而旅游者的信息搜寻活动则是整个购买决策过程的重要组成环节。大多数的旅游产品在被购买、消费和评价的时候都是以服务的形式存在的,旅游消费者搜寻信息的方式以及信息对他们的重要程度和消费者对实物产品信息的搜寻行为很有可能不同。本文希望通过实证研究,找出影响旅游者信息搜寻行为的因素,探究各因素的影响机理,从而发现旅游者信息搜寻行为的影响因素以及它们之间的关系,为旅游服务的从业者提供基于消费者信息搜寻方面的营销建议和启示。
本文通过对国内外相关文献的梳理总结,构建出以旅游者外部信息搜寻努力为因变量,以涉入程度、产品知识、搜寻态度、感知收益、时间压力以及感知风险为自变量的理论模型并提出相关假设。在实证阶段以年轻旅游者为调查对象,通过便利抽样的方式进行问卷发放,用SPSS11.5统计软件对回收的数据进行分析。
研究结果发现:旅游者的搜寻态度、产品知识、感知风险显著地正向影响他们的外部信息搜寻努力,旅游者的时间压力显著地负向影响他们的外部信息搜寻努力;同时也发现年轻旅游者在旅游信息源的选择上,表现出对网络、人际和第三方信息的偏好。本文的主要贡献在于丰富了对旅游产品的信息搜寻行为研究,分析并证实了影响旅游者信息搜寻行为的因素;不足之处在于研究样本和研究范围上存在局限。根据研究的结果,本文提出了相应的营销建议和未来研究方向。
With the rapid socio-economic development and the continuous improvement of people's living level, the importance of tourism has become more and more obvious. It has become an integral part of modern life and has a broad effect on individual, society and the world. Therefore, a growing number of researchers and enterprisers focus on tourists purchasing behavior and consumption characteristics. The tourists' information search is very essential in customer purchase decisions. Most tourism products are purchased, consumed and evaluated in the form of service. There are some difference between physical products and service products and therefore, the way consumers search for tourism information is likely to be different from the way they search for goods information, as well its importance. This paper uses empirical research to identify tourist information search behavior influence factors, explore the impact of various factors, and in order to find influence factors on tourist information search behavior, as well as the relationship between them. It is expected that the findings could provide suggestion for tourism operators basing on consumer information search behavior.
Through literature review, this thesis constructs a conceptual model of tourist external information search effort, which includes one dependent variable (tourist external information search efforts) and six independent variables (involvement, product knowledge, searching attitude, perceived benefits, time pressure , perceived risk). The thesis also raises corresponding assumptions. The research object of study is the young tourists. We distributed questionnaires by convenient sampling and used SPSS11.5 statistical software to analyze the data.
The results indicate that searching attitude, product knowledge, perceived risk have significantly positive effect on tourists' external information search effort and time pressure has significantly negative effect on search effort. The results also show that young tourists prefer internet, interpersonal and third-party sources of information while they search for tourism information. The main contribution of this thesis is to enrich the research on tourism product information search behavior; analyze and confirm the influencing factors to tourist information search behavior. The limitations of the thesis are in the sample and the range. According to the findings of the study, this thesis presents the corresponding marketing proposals and recommendations for future researchers.
本文通过对国内外相关文献的梳理总结,构建出以旅游者外部信息搜寻努力为因变量,以涉入程度、产品知识、搜寻态度、感知收益、时间压力以及感知风险为自变量的理论模型并提出相关假设。在实证阶段以年轻旅游者为调查对象,通过便利抽样的方式进行问卷发放,用SPSS11.5统计软件对回收的数据进行分析。
研究结果发现:旅游者的搜寻态度、产品知识、感知风险显著地正向影响他们的外部信息搜寻努力,旅游者的时间压力显著地负向影响他们的外部信息搜寻努力;同时也发现年轻旅游者在旅游信息源的选择上,表现出对网络、人际和第三方信息的偏好。本文的主要贡献在于丰富了对旅游产品的信息搜寻行为研究,分析并证实了影响旅游者信息搜寻行为的因素;不足之处在于研究样本和研究范围上存在局限。根据研究的结果,本文提出了相应的营销建议和未来研究方向。
With the rapid socio-economic development and the continuous improvement of people's living level, the importance of tourism has become more and more obvious. It has become an integral part of modern life and has a broad effect on individual, society and the world. Therefore, a growing number of researchers and enterprisers focus on tourists purchasing behavior and consumption characteristics. The tourists' information search is very essential in customer purchase decisions. Most tourism products are purchased, consumed and evaluated in the form of service. There are some difference between physical products and service products and therefore, the way consumers search for tourism information is likely to be different from the way they search for goods information, as well its importance. This paper uses empirical research to identify tourist information search behavior influence factors, explore the impact of various factors, and in order to find influence factors on tourist information search behavior, as well as the relationship between them. It is expected that the findings could provide suggestion for tourism operators basing on consumer information search behavior.
Through literature review, this thesis constructs a conceptual model of tourist external information search effort, which includes one dependent variable (tourist external information search efforts) and six independent variables (involvement, product knowledge, searching attitude, perceived benefits, time pressure , perceived risk). The thesis also raises corresponding assumptions. The research object of study is the young tourists. We distributed questionnaires by convenient sampling and used SPSS11.5 statistical software to analyze the data.
The results indicate that searching attitude, product knowledge, perceived risk have significantly positive effect on tourists' external information search effort and time pressure has significantly negative effect on search effort. The results also show that young tourists prefer internet, interpersonal and third-party sources of information while they search for tourism information. The main contribution of this thesis is to enrich the research on tourism product information search behavior; analyze and confirm the influencing factors to tourist information search behavior. The limitations of the thesis are in the sample and the range. According to the findings of the study, this thesis presents the corresponding marketing proposals and recommendations for future researchers.
引文
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[1]Srinivasan,Rinivasan,Ratchford,Brian T.An Empirical Test of a Model of External Search for Automobiles [J].Journal of Consumer Research,1991(2):233-242.
[1]Stigler,George J.The Economics of information[J].Journal of Political Economy,1961(2):13-35.
[1]资料来源:《浙江青年文化消费调查研究报告》,2005
[1]引自巫宁:《从社会信息形态变革看旅游营销》,《旅游学刊》2007年第4期.
[2]引自李灿佳:《旅游心理学》,高等教育出版社,2007年第7版.
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[1]Srinivasan,Rinivasan,Ratchford,Brian T.An Empirical Test of a Model of External Search for Automobiles [J].Journal of Consumer Research,1991(2):233-242.
[1]Stigler,George J.The Economics of information[J].Journal of Political Economy,1961(2):13-35.
[1]资料来源:《浙江青年文化消费调查研究报告》,2005
[1]引自巫宁:《从社会信息形态变革看旅游营销》,《旅游学刊》2007年第4期.
[2]引自李灿佳:《旅游心理学》,高等教育出版社,2007年第7版.
[1]黄黎光.信息搜寻行为的发生与终止[J]。情报学刊.1990,(6):432-436.
[2]廖以民.教育资料与图书馆学[J].教育资料与图书馆学.1998,(1):220-225.
[3]Wilson,T.D.Human Information Behavior[J].Information Science,2000,3(2):49-53.
[4]Belkin,N.Anomalous states of knowledge as a basis for information retrieval[J].The Canadian Journal of information Science,1980,(5):133-143.
[5]Ingwersen,P.Information and information science in context[J].Libri,1992,42(1):99-135.
[6]汪永华.基于信息搜寻理论的体育消费者行为研究[D].华东师范大学硕士学位论文,2005.
[7]Punj,G.N.& Staelin,R.A Model of Consumer Information Search Behavior for New Automobiles[J].Journal of Consumer Research,1983,9(3):366-380.
[8]Sheth,J.N.,Newman,B.& Gross,B.Why we buy what we buy:A theory of consumption values[J].Journal of Business Research,1991,22:159-170.
[9]Srinivasan,N.& Ratchford,B.T.An empirical test of a model of external search for automobiles[J].Journal of Consumer Research,1991,18:233-442.
[10]Avery,R.J.Determinants of search for nondurable goods:An empirical assessment of the economics of information theory[J].Journal of Consumer Affair,1996,30(2):390-420.
[11]Stigler,G.J.The economics of information[J].Journal of Political Economy,1961,69:213-255.
[12]Nelson,P.Information and consumer behavior[J].Journal of Political Economy,1970,78:311-329.
[13]Nelson,P.Advertising as information[J].Journal of Political Economy,1974,81:729-754.
[14]Darby,M.R.& Karni,E.Free competition and the optimal amount of fraud[J].Journal of Law and Economics,1973,16:67-86.
[15]Desarbo,W.S.& Choi,J.A latent structure double hurdle regression model for exploring heterogeneity in consumer search patterns[J].Journal of Econometrics,1999,89(1):423-425.
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