用戶原創(chuàng)內(nèi)容對旅游者出行意愿的影響機(jī)制研究
發(fā)布時(shí)間：2018-07-14 17:09
【摘要】：在Web2.0、Web3.0及各種新型社交媒體盛行的時(shí)代,用戶原創(chuàng)內(nèi)容已日益成為人們決策生活中的重要組成部分,它不僅被消費(fèi)者廣泛運(yùn)用于網(wǎng)絡(luò)購物,還成為新型的旅游網(wǎng)絡(luò)口碑形式,在一定程度上影響著旅游者決策,尤其是在旅游者對新進(jìn)入市場的旅游目的地(以下簡稱“新目的地”)的出行意愿上。本文以泰國麗貝島這一新目的地為研究對象,探究了用戶原創(chuàng)內(nèi)容對麗貝島在中國自助游市場上對于旅游者目的地選擇過程中所產(chǎn)生的作用,提出、完善并驗(yàn)證了用戶原創(chuàng)內(nèi)容對旅游者前往新目的地的出行意愿的影響機(jī)制的概念模型,將為今后此類研究提供理論框架。本研究目的在于揭示以下兩方面問題。第一,用戶原創(chuàng)內(nèi)容對旅游者沖動(dòng)出行行為的影響機(jī)制。消費(fèi)者在網(wǎng)上購物時(shí),往往會(huì)受到購物網(wǎng)站賣家或買家的網(wǎng)絡(luò)口碑的影響而引發(fā)購買沖動(dòng),進(jìn)而導(dǎo)致未事先計(jì)劃的沖動(dòng)購買行為；同樣的,旅游者在網(wǎng)上各大旅游論壇查詢出游信息時(shí),是否也會(huì)受到各種用戶原創(chuàng)內(nèi)容的影響,而引發(fā)出行沖動(dòng),進(jìn)而發(fā)生未事先計(jì)劃的沖動(dòng)出行行為?目前不少學(xué)者采用沖動(dòng)購買理論來解釋消費(fèi)者的這種沖動(dòng)購買行為,那么這一理論是否也能夠用來解釋用戶原創(chuàng)內(nèi)容對旅游者沖動(dòng)出行行為的影響?用戶原創(chuàng)內(nèi)容對旅游者沖動(dòng)出行意愿的影響究竟有多大?其影響因素有哪些?第二,用戶原創(chuàng)內(nèi)容對旅游者的創(chuàng)新抗拒心理的影響機(jī)制。在那些因消費(fèi)者一時(shí)沖動(dòng)而購買的產(chǎn)品中,不乏許多新產(chǎn)品,那么是什么導(dǎo)致這部分消費(fèi)者在產(chǎn)生購買沖動(dòng)后最終決定購買,而另一部分消費(fèi)者雖然產(chǎn)生購買沖動(dòng),但最終仍放棄購買?創(chuàng)新抗拒理論對此作出了解釋。那么該理論是否也能夠用來解釋旅游者對新目的地的出行意愿?用戶原創(chuàng)內(nèi)容的存在能多大程度上減少創(chuàng)新抗拒,改變旅游者的最終出行意愿?其作用又受到哪些因素的制約?基于以上兩方面問題,本研究以用戶原創(chuàng)內(nèi)容、閱讀用戶原創(chuàng)內(nèi)容的旅游者以及新進(jìn)入市場的旅游目的地為研究對象(由于新進(jìn)入市場的旅游目的地對于絕大多數(shù)旅游者來說都是尚未列入出行計(jì)劃的,因此基本符合“未事先計(jì)劃”和“新”兩大特征,故本文主要以“新進(jìn)入市場的旅游目的地”指代那些“未列入旅游者事先計(jì)劃的、并且新進(jìn)入市場的旅游目的地”),以沖動(dòng)購買理論和創(chuàng)新抗拒理論為基礎(chǔ),結(jié)合現(xiàn)有的網(wǎng)絡(luò)口碑、旅游者目的地選擇模型的相關(guān)研究,構(gòu)建了基于“刺激-反應(yīng)”模式的用戶原創(chuàng)內(nèi)容對旅游者出行意愿影響機(jī)制的概念模型,并通過定性與定量研究相結(jié)合,從引發(fā)出行沖動(dòng)和降低感知風(fēng)險(xiǎn)兩個(gè)方面研究了用戶原創(chuàng)內(nèi)容對于旅游者前往新目的地的出行意愿的影響機(jī)制。以期為營銷者充分利用用戶原創(chuàng)內(nèi)容,對新目的地進(jìn)行有效的營銷提供借鑒。針對以上問題,本研究分為三大部分：第一部分為基于沖動(dòng)購買理論的用戶原創(chuàng)內(nèi)容對于旅游者前往新目的地的出行意愿的影響機(jī)制的實(shí)證研究。首先,本研究通過文獻(xiàn)梳理和小組訪談提出研究假設(shè),以“刺激-反應(yīng)”模式為框架,以用戶原創(chuàng)內(nèi)容的三大內(nèi)容屬性——臨場感、內(nèi)容全面性、正面推薦度——為自變量,出行意愿為因變量,出行沖動(dòng)為中介變量,構(gòu)建了基于沖動(dòng)購買理論的用戶原創(chuàng)內(nèi)容對于旅游者前往新目的地的出行意愿的影響機(jī)制模型。然后,采用實(shí)驗(yàn)法,開展真實(shí)模擬網(wǎng)絡(luò)環(huán)境下旅游者閱讀用戶原創(chuàng)內(nèi)容的情境實(shí)驗(yàn),并輔以問卷調(diào)查收集數(shù)據(jù)。最后,運(yùn)用SPSS16.0對數(shù)據(jù)進(jìn)行相關(guān)分析和線性回歸分析,并驗(yàn)證模型假設(shè)。實(shí)證研究表明,用戶原創(chuàng)內(nèi)容的臨場感、內(nèi)容全面性、正面推薦度顯著正向影響旅游者的出行沖動(dòng),而旅游者的出行沖動(dòng)顯著正向影響其最終出行意愿。用戶原創(chuàng)內(nèi)容在旅游者決策過程中起到了提供外部信息、刺激出行沖動(dòng)的作用。第二部分為基于創(chuàng)新抗拒理論的用戶原創(chuàng)內(nèi)容對于旅游者前往新目的地的出行意愿的影響機(jī)制的實(shí)證研究。該部分就上述第一部分的研究假設(shè)進(jìn)行了補(bǔ)充,加入了感知風(fēng)險(xiǎn)和創(chuàng)新抗拒意愿兩個(gè)中介變量,修正了用戶原創(chuàng)內(nèi)容對于旅游者前往新目的地的出行意愿的影響機(jī)制模型。然后,同樣采用實(shí)驗(yàn)法(與第一部分的實(shí)驗(yàn)合并進(jìn)行),并輔以問卷調(diào)查收集數(shù)據(jù)。最后,運(yùn)用SPSS16.0對數(shù)據(jù)進(jìn)行描述性統(tǒng)計(jì)分析,并開展深度訪談,進(jìn)一步了解用戶原創(chuàng)內(nèi)容對最終出行意愿的影響。研究結(jié)果表明,用戶原創(chuàng)內(nèi)容雖然可以引發(fā)旅游者的出行沖動(dòng),但對于新目的地來說,旅游者由于缺乏充分的信息以及自身旅游經(jīng)歷、能力、偏好等影響,存在著不同程度的感知風(fēng)險(xiǎn),從而會(huì)產(chǎn)生一定的創(chuàng)新抗拒意愿,影響其出行意愿；用戶原創(chuàng)內(nèi)容對降低旅游者感知風(fēng)險(xiǎn)的作用則因旅游者的不同特質(zhì)而又所強(qiáng)弱。此部分的研究結(jié)果是對第一部分研究結(jié)果的補(bǔ)充和進(jìn)一步的解釋說明。本研究的第三部分中,針對上述模型分析結(jié)果,為新目的地如何運(yùn)用用戶原創(chuàng)內(nèi)容進(jìn)行網(wǎng)絡(luò)口碑營銷提出了相應(yīng)的有針對性的對策和建議。
[Abstract]:In the era of Web2.0, Web3.0 and all kinds of new social media, user original content has become an important part of people's decision-making life. It is not only widely used by consumers for Internet shopping, but also a new form of tourist network, which affects tourists' decision-making to a certain extent, especially to tourists. The travel destination (hereinafter referred to as "the new destination") in the market (hereinafter referred to as "the new destination") is intended. This paper, taking the new destination of Ko Lipe, Thailand as the research object, explores the effect of the original content of the user on the choice of the destination of Ko Lipe in the Chinese self-service market, and puts forward that the original user's original content has been perfected and verified. The conceptual model of the impact mechanism of content on travel intention of tourists to a new destination will provide a theoretical framework for the future research. The purpose of this study is to reveal the following two aspects. First, the mechanism of the impact of user original content on tourists' impulsive travel behavior. The influence of the Internet word of mouth of the seller or buyer of the website leads to the purchase impulse, which leads to the unplanned impulse buying behavior; the same, whether the traveler can also be influenced by the original content of various users when querying the travel information on the major tourist Forum on the Internet, and triggers the impulsiveness of the unplanned trip. At present, many scholars have adopted impulse buying theory to explain the impulse buying behavior of consumers, then can this theory also explain the effect of user original content on tourists' impulsive travel behavior? What are the impact of user original content on tourists' impulsive travel intention? Second, the influence mechanism of the original content of the user's original content on the innovating and resisting psychology of the tourists. There are many new products in the products purchased on the impulse of the consumer. Then what is the result of the final decision to buy after the purchase of this part of the consumer, while the other consumer still has the impulse to buy, but it is still in the end. The theory of abandoning purchase and innovation resistance is explained. Can the theory be used to explain the traveler's willingness to travel to a new destination? To what extent can the existence of the original content of the user reduce innovation resistance and change the traveler's final travel intention? What factors are restricted by its role? Based on the above two aspects The study is based on the original content of the user, the tourists who read the original content of the user and the new tourist destination for the market. (because the tourist destination of the newly entered market is not included in the trip plan for the vast majority of the tourists, so the basic character is "not planned" and "new", so the two features are not not planned and "new". This paper, based on the "newly entered tourist destination", refers to the theories of impulse buying and innovation resistance, which is based on the theory of impulse buying and the theory of innovation and resistance. Based on the existing internet word-of-mouth, the tourist destination selection model is based on the "stimulus". The conceptual model of the impact mechanism of the user original content of the response model on the travel intention of tourists, and through the combination of qualitative and quantitative research, has been carried out to study the influence mechanism of the original content of the user on the travel intention of the traveler to a new destination from two aspects of the trip impulse and the reduction of perceived risk. In view of the above problems, this study is divided into three parts: the first part is an empirical study on the impact mechanism of user original content based on impulse buying theory on the travel intention of tourists to the new destination. The group interview puts forward the research hypothesis, taking the "stimulus response" model as the framework, with the three content attributes of the original content of the user - the sense of telepresence, the content of the content, the positive recommendation - the independent variable, the travel intention as the dependent variable and the travel impulse as the intermediary variable, and constructs the original content of the user based on the impulse buying theory for the tourists. The effect mechanism model of travel intention to the new destination. Then, the experimental method is used to carry out the situational experiment of the tourists reading the original content of the user under the real simulation network environment, and the data are collected with the questionnaire survey. Finally, the data are analyzed with SPSS16.0 and the linear regression analysis is used to verify the model hypothesis. It shows that the sense of presence of the original content of the user, the comprehensiveness of the content and the positive recommendation have a significant positive impact on the traveler's travel impulse, while the traveler's travel impulse has a significant positive impact on the final travel intention. The original content of the user plays the role of providing external information and stimulating the travel impulse in the process of tourist decision making. The second part is based on the basis of the user's original content. The empirical study on the influence mechanism of the original content of the innovation resistance theory on the travel intention of tourists to the new destination. This part supplemented the research hypothesis of the first part of the first part, added two intermediary variables of perceived risk and innovation resistance, modified the original content of the user to the tourists to the new goal. And then, the experimental method (combined with the first part of the experiment) is also adopted, and the data are collected with the questionnaire survey. Finally, the SPSS16.0 is used to make a descriptive statistical analysis and in-depth interview to further understand the influence of the original content of the user on the final travel intention. The results show that the original content of the user can cause the traveler's travel impulse, but for the new destination, the tourists have different degrees of perceived risk due to the lack of sufficient information and their own travel experience, ability and preference, which will result in a certain willingness to resist and affect their travel intention; the original user is original. The effect of content on reducing tourists' perceived risk is due to the different characteristics and strengths of tourists. The results of this part are the supplement and further explanation of the results of the first part of the study. In the third part of this study, the results of the above model analysis are made for the use of original user content to the network. Word of mouth marketing put forward pertinent countermeasures and suggestions.
【學(xué)位授予單位】：復(fù)旦大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F592.6
本文編號：2122337
[Abstract]:In the era of Web2.0, Web3.0 and all kinds of new social media, user original content has become an important part of people's decision-making life. It is not only widely used by consumers for Internet shopping, but also a new form of tourist network, which affects tourists' decision-making to a certain extent, especially to tourists. The travel destination (hereinafter referred to as "the new destination") in the market (hereinafter referred to as "the new destination") is intended. This paper, taking the new destination of Ko Lipe, Thailand as the research object, explores the effect of the original content of the user on the choice of the destination of Ko Lipe in the Chinese self-service market, and puts forward that the original user's original content has been perfected and verified. The conceptual model of the impact mechanism of content on travel intention of tourists to a new destination will provide a theoretical framework for the future research. The purpose of this study is to reveal the following two aspects. First, the mechanism of the impact of user original content on tourists' impulsive travel behavior. The influence of the Internet word of mouth of the seller or buyer of the website leads to the purchase impulse, which leads to the unplanned impulse buying behavior; the same, whether the traveler can also be influenced by the original content of various users when querying the travel information on the major tourist Forum on the Internet, and triggers the impulsiveness of the unplanned trip. At present, many scholars have adopted impulse buying theory to explain the impulse buying behavior of consumers, then can this theory also explain the effect of user original content on tourists' impulsive travel behavior? What are the impact of user original content on tourists' impulsive travel intention? Second, the influence mechanism of the original content of the user's original content on the innovating and resisting psychology of the tourists. There are many new products in the products purchased on the impulse of the consumer. Then what is the result of the final decision to buy after the purchase of this part of the consumer, while the other consumer still has the impulse to buy, but it is still in the end. The theory of abandoning purchase and innovation resistance is explained. Can the theory be used to explain the traveler's willingness to travel to a new destination? To what extent can the existence of the original content of the user reduce innovation resistance and change the traveler's final travel intention? What factors are restricted by its role? Based on the above two aspects The study is based on the original content of the user, the tourists who read the original content of the user and the new tourist destination for the market. (because the tourist destination of the newly entered market is not included in the trip plan for the vast majority of the tourists, so the basic character is "not planned" and "new", so the two features are not not planned and "new". This paper, based on the "newly entered tourist destination", refers to the theories of impulse buying and innovation resistance, which is based on the theory of impulse buying and the theory of innovation and resistance. Based on the existing internet word-of-mouth, the tourist destination selection model is based on the "stimulus". The conceptual model of the impact mechanism of the user original content of the response model on the travel intention of tourists, and through the combination of qualitative and quantitative research, has been carried out to study the influence mechanism of the original content of the user on the travel intention of the traveler to a new destination from two aspects of the trip impulse and the reduction of perceived risk. In view of the above problems, this study is divided into three parts: the first part is an empirical study on the impact mechanism of user original content based on impulse buying theory on the travel intention of tourists to the new destination. The group interview puts forward the research hypothesis, taking the "stimulus response" model as the framework, with the three content attributes of the original content of the user - the sense of telepresence, the content of the content, the positive recommendation - the independent variable, the travel intention as the dependent variable and the travel impulse as the intermediary variable, and constructs the original content of the user based on the impulse buying theory for the tourists. The effect mechanism model of travel intention to the new destination. Then, the experimental method is used to carry out the situational experiment of the tourists reading the original content of the user under the real simulation network environment, and the data are collected with the questionnaire survey. Finally, the data are analyzed with SPSS16.0 and the linear regression analysis is used to verify the model hypothesis. It shows that the sense of presence of the original content of the user, the comprehensiveness of the content and the positive recommendation have a significant positive impact on the traveler's travel impulse, while the traveler's travel impulse has a significant positive impact on the final travel intention. The original content of the user plays the role of providing external information and stimulating the travel impulse in the process of tourist decision making. The second part is based on the basis of the user's original content. The empirical study on the influence mechanism of the original content of the innovation resistance theory on the travel intention of tourists to the new destination. This part supplemented the research hypothesis of the first part of the first part, added two intermediary variables of perceived risk and innovation resistance, modified the original content of the user to the tourists to the new goal. And then, the experimental method (combined with the first part of the experiment) is also adopted, and the data are collected with the questionnaire survey. Finally, the SPSS16.0 is used to make a descriptive statistical analysis and in-depth interview to further understand the influence of the original content of the user on the final travel intention. The results show that the original content of the user can cause the traveler's travel impulse, but for the new destination, the tourists have different degrees of perceived risk due to the lack of sufficient information and their own travel experience, ability and preference, which will result in a certain willingness to resist and affect their travel intention; the original user is original. The effect of content on reducing tourists' perceived risk is due to the different characteristics and strengths of tourists. The results of this part are the supplement and further explanation of the results of the first part of the study. In the third part of this study, the results of the above model analysis are made for the use of original user content to the network. Word of mouth marketing put forward pertinent countermeasures and suggestions.
【學(xué)位授予單位】：復(fù)旦大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F592.6
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2 呂晨妍;用戶原創(chuàng)內(nèi)容對旅游者出行意愿的影響機(jī)制研究[D];復(fù)旦大學(xué);2013年
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