中国游客博彩消费行为意向及其影响因素——基于MGB理论的实证检验

发布时间：2018-04-04 18:15

本文选题：目标导向行为模型　切入点：博彩消费者　出处：《旅游学刊》2017年07期

【摘要】：近年来,中国出境游游客参与博彩消费行为的现象日趋普遍,但对于中国游客博彩消费行为的理论研究却极为匮乏。该研究将目标导向行为模型引入中国游客的博彩消费行为研究领域,建立游客博彩消费行为意向影响因素模型,以到澳门旅游时参与博彩活动的中国内地游客为研究对象,采用问卷调查的方法获取270份有效问卷,并采用结构方程方法对游客博彩消费行为意向的理论模型进行了实证检验。研究结论显示,游客的博彩消费态度、博彩消费的正向预期情绪、博彩消费的感知行为控制以及游客过去的博彩行为对其博彩欲望有着显著的正向影响,而博彩欲望会进一步正向影响游客的博彩行为意向。同时,游客的感知行为控制对其博彩行为意向亦有着直接的正向影响。但是,游客的博彩主观规范、负向预期情绪对于博彩欲望的影响并不显著。该文的研究对于检视目标导向行为模型在旅游消费者行为研究领域的适用性,以及丰富和发展博彩消费者行为理论文献都有着重要的价值和意义。
[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.
【作者单位】：澳门理工学院博彩教学暨研究中心;云南财经大学商学院;
【基金】：国家自然科学基金项目“基于营销-金融对接视角的市场基础性资产与企业价值关系研究”(71462034)资助~~
【分类号】：F126.1;F592;F719.5

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