發(fā)布時間：2018-04-04 18:15

  本文選題：目標(biāo)導(dǎo)向行為模型　切入點：博彩消費者　出處：《旅游學(xué)刊》2017年07期

【摘要】：近年來,中國出境游游客參與博彩消費行為的現(xiàn)象日趨普遍,但對于中國游客博彩消費行為的理論研究卻極為匱乏。該研究將目標(biāo)導(dǎo)向行為模型引入中國游客的博彩消費行為研究領(lǐng)域,建立游客博彩消費行為意向影響因素模型,以到澳門旅游時參與博彩活動的中國內(nèi)地游客為研究對象,采用問卷調(diào)查的方法獲取270份有效問卷,并采用結(jié)構(gòu)方程方法對游客博彩消費行為意向的理論模型進(jìn)行了實證檢驗。研究結(jié)論顯示,游客的博彩消費態(tài)度、博彩消費的正向預(yù)期情緒、博彩消費的感知行為控制以及游客過去的博彩行為對其博彩欲望有著顯著的正向影響,而博彩欲望會進(jìn)一步正向影響游客的博彩行為意向。同時,游客的感知行為控制對其博彩行為意向亦有著直接的正向影響。但是,游客的博彩主觀規(guī)范、負(fù)向預(yù)期情緒對于博彩欲望的影響并不顯著。該文的研究對于檢視目標(biāo)導(dǎo)向行為模型在旅游消費者行為研究領(lǐng)域的適用性,以及豐富和發(fā)展博彩消費者行為理論文獻(xiàn)都有著重要的價值和意義。
[Abstract]:In recent years, the phenomenon of Chinese outbound tourists participating in gambling consumption behavior is becoming more and more common, but the theoretical study of Chinese tourists' gambling consumption behavior is extremely scarce.In this study, the goal-oriented behavior model was introduced into the research field of Chinese tourists' gambling consumption behavior, and the influencing factors model of tourists' gambling consumption behavior was established.270 valid questionnaires were obtained by questionnaire, and the structural equation method was used to test the theoretical model of tourists' gambling behavior intention.The results show that the attitude of tourists to gambling consumption, the positive anticipatory mood of gambling consumption, the control of perceived behavior of gambling consumption and the past gambling behavior of tourists have significant positive effects on their gambling desire.And gambling desire will further positively affect visitors' gambling intentions.At the same time, tourists' perceived behavior control has a direct positive effect on their gambling behavior intention.However, the subjective norms and negative anticipatory emotions have little effect on gambling desire.The research in this paper is of great value and significance to examine the applicability of goal-oriented behavior model in tourism consumer behavior research and to enrich and develop the theoretical literature of gambling consumer behavior.
【作者單位】： 澳門理工學(xué)院博彩教學(xué)暨研究中心;云南財經(jīng)大學(xué)商學(xué)院;
【基金】：國家自然科學(xué)基金項目“基于營銷-金融對接視角的市場基礎(chǔ)性資產(chǎn)與企業(yè)價值關(guān)系研究”(71462034)資助~~
【分類號】：F126.1;F592;F719.5

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本文編號：1711111