消费者愤怒情绪对旅游意愿和负面口碑传播的影响——基于目的地非道德事件情境下的实证研究

发布时间：2018-05-08 23:31

  本文选题：消费者愤怒情绪 + 旅游意愿　； 参考：《旅游科学》2017年02期

【摘要】：愤怒情绪是指个体在一些特殊的事件刺激后所表现出来的一种强烈不满或悲痛的负面情绪。作为"社会公民"的消费者,对目的地所发生的"欺客宰客、强迫购物"等非道德事件通常会表现出愤怒情绪。本文研究了消费者愤怒情绪对旅游意愿和负面口碑传播的影响及其内在机制,并构建了一个有调节的中介效应模型。采用问卷调查法取样(N=234),Mplus软件分析的结果显示:(1)消费者愤怒情绪显著地降低了旅游意愿,促进了负面口碑传播;(2)在消费者愤怒情绪对旅游意愿和负面口碑传播的作用过程中,目的地信任的中介效应显著;(3)自我效能感在消费者愤怒情绪和目的地信任之间存在调节作用;(4)目的地信任在消费者愤怒情绪和旅游意愿之间的中介效应受到自我效能感的调节。
[Abstract]:Anger refers to a negative emotion of strong dissatisfaction or grief that is expressed by an individual after a particular event. As "social citizens," consumers often show anger at unethical events such as "deceiving customers, forcing shopping" to their destinations. In this paper, the influence of consumer anger on travel intention and negative word of mouth transmission and its internal mechanism are studied, and a moderated intermediary effect model is constructed. The results of Mplus software analysis showed that: (1) consumers' anger significantly reduced their travel willingness and promoted the spread of negative word of mouth (P < 0.05) in the process of consumer anger's influence on travel intention and negative word of mouth. The intermediary effect of destination trust is significant (3) Self-efficacy is regulated between consumer anger and destination trust. 4) the intermediary effect of destination trust between consumer anger and travel will is regulated by self-efficacy.
【作者单位】： 福建师范大学旅游学院;
【基金】：教育部人文社会科学青年基金项目“在线消费者渠道转换行为的研究”(13YJC630154) 福建省高校杰出青年科研人才培养项目“消费者意见领袖力的研究”(JAS14077)
【分类号】：F592.7;F713.55
，

本文编号：1863581