任务类型、主观自我效能和感知服务风险对游客社会化搜寻策略的影响研究
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摘要
本文旨在探究影响游客社会化搜寻策略的因素。基于以往文献,本文将任务类型分为事实型任务和探索型任务两类,将主观自我效能、感知服务风险分别划分为高和低两个水平,剖析它们对游客社会化搜寻策略的影响,并探索感知服务风险对任务类型与游客社会化搜寻策略之间关系的调节作用。通过实验研究发现:(1)任务类型、主观自我效能和感知服务风险均显著影响游客社会化搜寻策略。相对于探索型任务,在面对事实型任务时,游客倾向于选择浏览策略而不是询问策略;主观自我效能高的游客倾向于选择浏览策略而不是询问策略;在感知服务风险高时,游客倾向于选择询问策略而非浏览策略。(2)感知服务风险调节了任务类型与游客社会化搜寻策略之间的关系。感知服务风险高时,任务类型对游客社会化搜寻策略无影响;感知服务风险低时,面对探索型任务,游客倾向于选择询问策略,而面对事实型任务时,游客倾向于选择浏览策略。
This paper aimed to explore into the influential factors of tourists' social search strategies.Based on the prior literature,the study respectively categorized task types as factual tasks and exploratory tasks,grouped subjective self-efficacy and perceived service risks into high level and low level,analyzed their impacts on tourists' socialized search strategies,and probed into the moderating effect of perceived service risks on the relationship between task types and tourists' social search strategies.The main findings are:(1) task types,subjective self-efficacy and perceived service risks significantly affect tourists' socialized search strategies.Compared to the exploratory task,tourists tend to browse strategies rather than ask strategies in the factual task situation;compared to low subjective self-efficacy,tourists with high subjective self-efficacy tend to browse strategies rather than inquire strategies;compared to the low risk of perceived service,tourists with high perceived service risks tend to ask strategies rather than browse strategies;(2) perceived service risks can regulate the relationship between task types and tourist socialized search strategies.When the perceived service risk is high,the task type has no social search strategy for tourists.When the perceived service risk is low,tourists tend to choose enquiring strategy when facing exploratory tasks,and browsing strategy when facing factual tasks.
This paper aimed to explore into the influential factors of tourists' social search strategies.Based on the prior literature,the study respectively categorized task types as factual tasks and exploratory tasks,grouped subjective self-efficacy and perceived service risks into high level and low level,analyzed their impacts on tourists' socialized search strategies,and probed into the moderating effect of perceived service risks on the relationship between task types and tourists' social search strategies.The main findings are:(1) task types,subjective self-efficacy and perceived service risks significantly affect tourists' socialized search strategies.Compared to the exploratory task,tourists tend to browse strategies rather than ask strategies in the factual task situation;compared to low subjective self-efficacy,tourists with high subjective self-efficacy tend to browse strategies rather than inquire strategies;compared to the low risk of perceived service,tourists with high perceived service risks tend to ask strategies rather than browse strategies;(2) perceived service risks can regulate the relationship between task types and tourist socialized search strategies.When the perceived service risk is high,the task type has no social search strategy for tourists.When the perceived service risk is low,tourists tend to choose enquiring strategy when facing exploratory tasks,and browsing strategy when facing factual tasks.
引文
曹高辉,梁梦丽,王佳,2018.任务驱动下社会化问答平台用户信息搜寻行为研究[J].情报科学(1):80-86.
陈祖琴,葛继科,郑宏,2007.自我效能感与用户信息查寻行为[J].图书情报工作(7):54-56;119.
范向丽,郑向敏,2016.酒店中层管理者职业阻隔与离职倾向:自我效能感、性别的调节作用[J].旅游科学(2):39-53.
洪颖,2014.基于情境感知的信息检索研究综述[J].图书情报工作(16):143-148.
刘畅,张璐,2015.时间限制和搜索任务类型对搜索体验的影响分析[J].现代图书情报技术(9):1-8.
刘军,2008.管理学研究方法:原理与应用[M].北京:中国人民大学出版社:122.
宋建波,2012.内部控制与风险管理(第二版)[M].北京:中国人民大学出版社:45.
孙丽,曹锦丹,2016.任务执行者特征对网络信息搜寻行为的影响[J].图书情报工作(9):83-90.
谈大军,任淑宁,张新兴,2013.信息查寻行为中的自我效能研究综述[J].情报理论与实践(5):124-128.
谢宏赐,2000.以社会认知理论探讨网络搜索策略[D].高雄:中山大学.
许晖,许守任,王睿智,2013.消费者旅游感知风险维度识别及差异分析[J].旅游学刊(12):71-80.
袁红,2017.社会化媒体环境下用户信息浏览策略的效率评价研究[J].情报理论与实践(4):89-94.
袁红,王丽君,2015.社会化媒体环境下消费者旅游信息搜寻行为模式[J].情报科学(1):111-119.
张斌儒,刘树林,张超锋,等,2018.互联网环境下基于消费者搜索的酒店入住率预测研究[J].统计与信息论坛(3):93-99.
张敏,车雨霏,张艳,2019.差异性任务情境下用户移动诊疗信息搜索行为分析——一项实验研究[J].现代情报(1):51-59.
张喆,胡冰雁,2014.感知风险对创新产品信息搜寻的影响——消费者创新性的调节作用[J].管理评论(8):145-157.
朱阁,马龙,SUNANDA S,等,2010.基于社会认知理论的消费者采用模型与实证研究[J].南开管理评论(3):12-21.
朱江岭,2010.网络信息资源检索[M].北京:海军出版社:12.
BANDURA A,1977.Self-efficacy:toward a unifying theory of behavior change[J].Psychological review,84(2):191-215.
BATES M J,1989.The design of browsing and berry picking techniques for the online search interface[J].Online information review,13(5):407-424.
BAUER R A,1960.Consumer behavior as risk taking[M]//Hancock R S.Dynamic marketing for a changing world.Chicago:American Marketing Association:389-398.
BELL J,2003.Doing your research project:a guide for first-time researchers in education and social sciences[M].3rd ed.Maidenhead:Open University Press:56-68.
CAMPBELL M C,GOODSTEIN R C,2001.The moderating effect of perceived risk on consumers’ evaluations of product incongruity:preference for the norm[J].Journal of consumer research,28(3):439-449.
CHI E H,PIROLLI P,LAM S K,2007.Aspects of augmented social cognition:social information foraging and social search[C].International Conference on Online Communities and Social Computing.New York:Springer-Verlag:60-69.
CHIOU W H,WAN C S,2007.The dynamic change of self-efficacy in information searching on the internet:influence of valence of experience and prior self-efficacy[J].The journal of psychology,141(6):589-603.
CHOI S,2013.An empirical study of social network service(SNS) continuance:incorporating the customer value-satisfaction-loyalty model into the IS continuance model[J].Asia Pacific journal of information system,23(4):1-28.
CHUNG N,LEE S,HAN H,2015.Understanding communication types on travel information sharing in social media:a transactive memory systems perspective[J].Telematics and informatics,32(4):564-575.
DOWLING G,STAELINR,1994.A model of perceived-risk and risk handling activity[J].Journal of consumer research,21(1):119-134.
EVANS B M,KAIRAM S,PIROLLI P,2010.Do your friends make you smarter?An analysis of social strategies in online information seeking[J].Information processing & management,46(6):679-692.
GEMUNDEN H G,1985.Perceived risk and information search.A systematic meta-analysis of the empirical evidence[J].International journal of research in marketing,2(2):79-100.
GHOLAMREZA T,THOMAS P,2001.Development and validation of an internet self-efficacy scale[J].Behavior & information technology,20(4):275-280.
GURSOY D,2019.A critical review of determinants of information search behavior and utilization of online reviews in decision making process[J].International journal of hospitality management,76(2):53-60.
GURSOY D,DEL CHIAPPA G,ZHANG Y,2017a.Preferences regarding external information sources:a conjoint analysis of visitors to Sardinia,Italy[J].Journal of travel&tourism marketing,34(6):806-820.
GURSOY D,DEL CHIAPPA G,ZHANG Y,2017b.Impact of destination familiarity on external information source selection process[J/OL].Journal of destination marketing&management,8:137-146.http://dx.doi.org/10.1016/j.jdmm.2017.02.004.
HILL J R,HANNAFIN M J,1997.Cognitive strategies and learning from the World Wide Web[J].Educational technology research and development,45(4):37-64.
HONG T,2006.The internet and tobacco cessation:the roles of internet self-efficacy and search task on the information-seeking process[J].Journal of computer-mediated communication,11(2):536-556.
JANG Y J,LEE S H,KIM H W,2013.Examining the impact of online friendship desire on citizenship behavior[J].Asia Pacific journal of information system,23(4):29-51.
KELLAR M,WATTERS C,SHEPHERD M,2007.A field study characterizing web-based information-seeking tasks[J].Journal of the American society for information science& technology,58(7):999-1018.
LACHLAN K A,SPENCE P R,LIN X L,et al.,2016.Social media and crisis management:CERC,search strategies,and twitter content[J].Computers in human behavior,54(1):647-652.
LEE H E,YOON W C,2014.Types of document search tasks and users’ cognitive information seeking strategies[C]//International Conference on Human Interface and The Management of Information.New York:Springer:449-460.
LI Y,BELKIN N J,2008.A faceted approach to conceptualizing tasks in information seeking[J].Information processing &management,44(6):1822-1837.
LIAN T H,YU C H.,2017.Representation of online destination image:a content analysis of Huangshan[J].Asia Pacific journal of tourism research,22(10):1063-1082.
LIAW S S,2002.Understanding user perceptions of World Wide Web environments[J].Journal of computer assisted learning,18(2):137-148.
LIU J,GWIZDKA J,LIU C,et al.,2011.Predicting task difficulty for different task types[J].Proceedings of the American society for information science & technology,47(1):1-10.
NACHMIAS R,GILAD A,2002.Needle in a hyper stack:searching for information on the World Wide Web[J].Journal of research on technology in education,34(4):475-486.
QU P,LIU C,LAI M,2010.The effect of task type and topic familiarity on information searchbehaviors[C]//Symposium on Information Interaction in Context.New York,USA:ACM:371-376.
QUINTAL V A,LEE J A,SOUTAR G N,2010.Risk,uncertainty and the theory of planned behavior:a tourism example[J].Tourism management,31(6):797-805.
SAKS A M,ZIKIC J,KOEN J,2015.Job search self-efficacy:re-conceptualizing the construct and its measurement[J].Journal of vocational behavior,86:104-114.
SCHOLZ U,GUTIERREZ-DONA B,SUD S,et al.,2002.Is general self-efficacy a universal construct?Psychometric findings from 25 countries[J].European journal of psychological assessment,18:242-251.
SHARIFPOUR M,WALTERS G,RITCHIE B W,2014.Risk perception,prior knowledge,and willingness to travel:investigating the Australian tourist market’s risk perceptions towards the Middle East[J].Journal of vacation marketing,20(2):111-123.
TEEVAN J,RAMAGE D,MORRIS M R,2011.Twitter search:a comparison of micro blog search and web search[C]//Proceedings of the 4th International Conference on Web Search and Web Data Mining(WSDM 2011).Hong Kong,China:ACM:35-44.
THATCHER A,2008.Web search strategies:the influence of web experience and task type[J].Information processing & management,44(3):1308-1329.
TOM W,1999.Exploring models of information behaviour:the ‘uncertainty’ project[J].Information processing & management,35(6):839-849.
TSAI C C,2012.The development of epistemic relativism versus social relativism via online peer assessment,and their relations with entomological beliefs and internet self-efficacy[J].Journal of educational technology &society,15(2):309-316.
TSAI M J,TSAI C C,2010.Junior high school students’ internet usage and self-efficacy:a re-examination of the gender gap[J].Computers & education,54(4):1182-1192.
VAKKARI P,2003.Task-based information searching[J].Annual review of information science & technology,37(1):413-464.
VAKKARI P,2010.Exploratory searching as conceptual exploration[C]// Proceedings of Fourth Human Computer Retrieval Workshop.New Brunswick,NJ:24-27.
WILSON T D,1999.Models in information behavior research[J].Journal of documentation,55(3):249-270.
陈祖琴,葛继科,郑宏,2007.自我效能感与用户信息查寻行为[J].图书情报工作(7):54-56;119.
范向丽,郑向敏,2016.酒店中层管理者职业阻隔与离职倾向:自我效能感、性别的调节作用[J].旅游科学(2):39-53.
洪颖,2014.基于情境感知的信息检索研究综述[J].图书情报工作(16):143-148.
刘畅,张璐,2015.时间限制和搜索任务类型对搜索体验的影响分析[J].现代图书情报技术(9):1-8.
刘军,2008.管理学研究方法:原理与应用[M].北京:中国人民大学出版社:122.
宋建波,2012.内部控制与风险管理(第二版)[M].北京:中国人民大学出版社:45.
孙丽,曹锦丹,2016.任务执行者特征对网络信息搜寻行为的影响[J].图书情报工作(9):83-90.
谈大军,任淑宁,张新兴,2013.信息查寻行为中的自我效能研究综述[J].情报理论与实践(5):124-128.
谢宏赐,2000.以社会认知理论探讨网络搜索策略[D].高雄:中山大学.
许晖,许守任,王睿智,2013.消费者旅游感知风险维度识别及差异分析[J].旅游学刊(12):71-80.
袁红,2017.社会化媒体环境下用户信息浏览策略的效率评价研究[J].情报理论与实践(4):89-94.
袁红,王丽君,2015.社会化媒体环境下消费者旅游信息搜寻行为模式[J].情报科学(1):111-119.
张斌儒,刘树林,张超锋,等,2018.互联网环境下基于消费者搜索的酒店入住率预测研究[J].统计与信息论坛(3):93-99.
张敏,车雨霏,张艳,2019.差异性任务情境下用户移动诊疗信息搜索行为分析——一项实验研究[J].现代情报(1):51-59.
张喆,胡冰雁,2014.感知风险对创新产品信息搜寻的影响——消费者创新性的调节作用[J].管理评论(8):145-157.
朱阁,马龙,SUNANDA S,等,2010.基于社会认知理论的消费者采用模型与实证研究[J].南开管理评论(3):12-21.
朱江岭,2010.网络信息资源检索[M].北京:海军出版社:12.
BANDURA A,1977.Self-efficacy:toward a unifying theory of behavior change[J].Psychological review,84(2):191-215.
BATES M J,1989.The design of browsing and berry picking techniques for the online search interface[J].Online information review,13(5):407-424.
BAUER R A,1960.Consumer behavior as risk taking[M]//Hancock R S.Dynamic marketing for a changing world.Chicago:American Marketing Association:389-398.
BELL J,2003.Doing your research project:a guide for first-time researchers in education and social sciences[M].3rd ed.Maidenhead:Open University Press:56-68.
CAMPBELL M C,GOODSTEIN R C,2001.The moderating effect of perceived risk on consumers’ evaluations of product incongruity:preference for the norm[J].Journal of consumer research,28(3):439-449.
CHI E H,PIROLLI P,LAM S K,2007.Aspects of augmented social cognition:social information foraging and social search[C].International Conference on Online Communities and Social Computing.New York:Springer-Verlag:60-69.
CHIOU W H,WAN C S,2007.The dynamic change of self-efficacy in information searching on the internet:influence of valence of experience and prior self-efficacy[J].The journal of psychology,141(6):589-603.
CHOI S,2013.An empirical study of social network service(SNS) continuance:incorporating the customer value-satisfaction-loyalty model into the IS continuance model[J].Asia Pacific journal of information system,23(4):1-28.
CHUNG N,LEE S,HAN H,2015.Understanding communication types on travel information sharing in social media:a transactive memory systems perspective[J].Telematics and informatics,32(4):564-575.
DOWLING G,STAELINR,1994.A model of perceived-risk and risk handling activity[J].Journal of consumer research,21(1):119-134.
EVANS B M,KAIRAM S,PIROLLI P,2010.Do your friends make you smarter?An analysis of social strategies in online information seeking[J].Information processing & management,46(6):679-692.
GEMUNDEN H G,1985.Perceived risk and information search.A systematic meta-analysis of the empirical evidence[J].International journal of research in marketing,2(2):79-100.
GHOLAMREZA T,THOMAS P,2001.Development and validation of an internet self-efficacy scale[J].Behavior & information technology,20(4):275-280.
GURSOY D,2019.A critical review of determinants of information search behavior and utilization of online reviews in decision making process[J].International journal of hospitality management,76(2):53-60.
GURSOY D,DEL CHIAPPA G,ZHANG Y,2017a.Preferences regarding external information sources:a conjoint analysis of visitors to Sardinia,Italy[J].Journal of travel&tourism marketing,34(6):806-820.
GURSOY D,DEL CHIAPPA G,ZHANG Y,2017b.Impact of destination familiarity on external information source selection process[J/OL].Journal of destination marketing&management,8:137-146.http://dx.doi.org/10.1016/j.jdmm.2017.02.004.
HILL J R,HANNAFIN M J,1997.Cognitive strategies and learning from the World Wide Web[J].Educational technology research and development,45(4):37-64.
HONG T,2006.The internet and tobacco cessation:the roles of internet self-efficacy and search task on the information-seeking process[J].Journal of computer-mediated communication,11(2):536-556.
JANG Y J,LEE S H,KIM H W,2013.Examining the impact of online friendship desire on citizenship behavior[J].Asia Pacific journal of information system,23(4):29-51.
KELLAR M,WATTERS C,SHEPHERD M,2007.A field study characterizing web-based information-seeking tasks[J].Journal of the American society for information science& technology,58(7):999-1018.
LACHLAN K A,SPENCE P R,LIN X L,et al.,2016.Social media and crisis management:CERC,search strategies,and twitter content[J].Computers in human behavior,54(1):647-652.
LEE H E,YOON W C,2014.Types of document search tasks and users’ cognitive information seeking strategies[C]//International Conference on Human Interface and The Management of Information.New York:Springer:449-460.
LI Y,BELKIN N J,2008.A faceted approach to conceptualizing tasks in information seeking[J].Information processing &management,44(6):1822-1837.
LIAN T H,YU C H.,2017.Representation of online destination image:a content analysis of Huangshan[J].Asia Pacific journal of tourism research,22(10):1063-1082.
LIAW S S,2002.Understanding user perceptions of World Wide Web environments[J].Journal of computer assisted learning,18(2):137-148.
LIU J,GWIZDKA J,LIU C,et al.,2011.Predicting task difficulty for different task types[J].Proceedings of the American society for information science & technology,47(1):1-10.
NACHMIAS R,GILAD A,2002.Needle in a hyper stack:searching for information on the World Wide Web[J].Journal of research on technology in education,34(4):475-486.
QU P,LIU C,LAI M,2010.The effect of task type and topic familiarity on information searchbehaviors[C]//Symposium on Information Interaction in Context.New York,USA:ACM:371-376.
QUINTAL V A,LEE J A,SOUTAR G N,2010.Risk,uncertainty and the theory of planned behavior:a tourism example[J].Tourism management,31(6):797-805.
SAKS A M,ZIKIC J,KOEN J,2015.Job search self-efficacy:re-conceptualizing the construct and its measurement[J].Journal of vocational behavior,86:104-114.
SCHOLZ U,GUTIERREZ-DONA B,SUD S,et al.,2002.Is general self-efficacy a universal construct?Psychometric findings from 25 countries[J].European journal of psychological assessment,18:242-251.
SHARIFPOUR M,WALTERS G,RITCHIE B W,2014.Risk perception,prior knowledge,and willingness to travel:investigating the Australian tourist market’s risk perceptions towards the Middle East[J].Journal of vacation marketing,20(2):111-123.
TEEVAN J,RAMAGE D,MORRIS M R,2011.Twitter search:a comparison of micro blog search and web search[C]//Proceedings of the 4th International Conference on Web Search and Web Data Mining(WSDM 2011).Hong Kong,China:ACM:35-44.
THATCHER A,2008.Web search strategies:the influence of web experience and task type[J].Information processing & management,44(3):1308-1329.
TOM W,1999.Exploring models of information behaviour:the ‘uncertainty’ project[J].Information processing & management,35(6):839-849.
TSAI C C,2012.The development of epistemic relativism versus social relativism via online peer assessment,and their relations with entomological beliefs and internet self-efficacy[J].Journal of educational technology &society,15(2):309-316.
TSAI M J,TSAI C C,2010.Junior high school students’ internet usage and self-efficacy:a re-examination of the gender gap[J].Computers & education,54(4):1182-1192.
VAKKARI P,2003.Task-based information searching[J].Annual review of information science & technology,37(1):413-464.
VAKKARI P,2010.Exploratory searching as conceptual exploration[C]// Proceedings of Fourth Human Computer Retrieval Workshop.New Brunswick,NJ:24-27.
WILSON T D,1999.Models in information behavior research[J].Journal of documentation,55(3):249-270.
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