网站信息呈现方式对旅游信息可信度及消费意向的影响

发布时间：2018-06-06 23:15

本文选题：网站信息呈现方式 + 信息可信度　；参考：《上海交通大学》2014年硕士论文

【摘要】：目前学术界不乏对于信息可信度以及消费意向的研究，本文从技术（网站信息呈现方式）的角度研究信息可信度以及消费意向的影响因素。已有的信息可信度研究中，对于商业类信息的研究较少，又因为本次研究中要考察消费意向的影响因素，因此选择了商业类信息——旅游信息作为具体的研究对象。根据对已有研究的搜索以及国内较为常用的旅游网站的分析比较，选择了信息形态、色彩和标题设计作为自变量，控制变量为人口统计学变量：性别、年龄、婚姻状况、教育程度和平均月收入。因变量为信息可信度、点击意向、再次访问意向和消费意向。本次研究为探索性研究，研究的主要问题是网站信息呈现方式是否对四个因变量有显著影响？主要有哪些预测变量分别影响四个因变量？选择了3个具体的视觉传播元素。本研究采用3×2×2组间因子设计实验法，设计了12份实验材料，即12张旅游信息网页。每组实验材料寻找30名被试，共360名被试。为避免品牌、价格、目的地等因素的干扰，本次研究中的实验材料采用自己设计的logo，自己命名为“旅游啦”，模糊页面上的价格；选择了一个大部分人可能都没去过的旅游目的地——希腊。研究发现，三个自变量对旅游信息可信度、点击意向、再次访问意向和消费意向都有显著的影响，是这三个因变量的显著预测变量。具体来说，色彩对信息可信度的影响有显著差异，冷色调的网站信息可信度评价更高；信息形态和色彩的交互效应对点击意向的影响有显著差异；三个自变量的交互效应对再次访问意向的影响有显著差异；信息形态对消费意向的影响有显著差异，图文+声频的网站，消费意向更强。本研究的创新点在于从技术的角度去研究对信息的可信度和消费意向的影响，，研究结果也可为今后的旅游网站设计提供一定的借鉴。
[Abstract]:At present, there is no lack of research on information credibility and consumption intention in academic circles. This paper studies the factors of information credibility and consumption intention from the point of view of technology (presentation of information on website). Among the existing information credibility studies, there are few researches on business information, and because of the influence factors of consumption intention in this study, we choose commercial information-tourism information as the specific research object. According to the analysis and comparison of the existing research and domestic tourism websites, the information form, color and title design are selected as independent variables, and the control variables are demographic variables: sex, age, marital status, etc. Education level and average monthly income. Dependent variables are information credibility, click intention, re-visit intention and consumption intention. This study is an exploratory study, the main question of the study is whether the presentation of website information has a significant impact on the four dependent variables? What are the main predictive variables that affect each of the four dependent variables? Three specific visual communication elements were selected. Using 3 脳 2 脳 2 脳 2 inter-group factor design method, 12 experimental materials were designed, that is, 12 travel information pages. A total of 360 subjects were selected from 30 subjects in each group. In order to avoid the interference of brand, price, destination and other factors, the experimental materials in this study used their own design of logo, named "tourism", the price on the fuzzy page; Chose a tourist destination that most people may not have been to-Greece. It is found that the three independent variables have significant influence on tourism information credibility, click intention, re-visit intention and consumption intention, which are significant predictors of these three dependent variables. Specifically, there are significant differences in the impact of color on the credibility of information, the cold-tone website information credibility evaluation is higher, the interactive effect of information form and color has significant difference on the impact of click-intention. The interaction effect of the three independent variables has significant difference on the re-visit intention, the information form has significant difference on the consumption intention, and the website with audio frequency has stronger consumption intention. The innovation of this study is to study the impact on information credibility and consumption intention from the technical point of view. The results can also provide some reference for the design of tourism website in the future.
【学位授予单位】：上海交通大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：TP393.092

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