网络口碑对旅游决策的影响研究

发布时间：2018-01-14 10:21

本文关键词：网络口碑对旅游决策的影响研究　出处：《南京大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着互联网的高速发展,旅游信息的传播发生了巨大的变化。各类线上旅游平台为旅游者提供了海量的旅游信息。同时,旅游业进入了散客化的时代,旅游者对网络旅游信息的依赖性日益增强。在各类网络旅游信息中,网络口碑对旅游者决策的影响尤为显著。旅游者普遍认为网络口碑要比旅游服务商提供的信息更为真实和可靠,也更倾向采纳口碑信息。同时,网络口碑具有内容丰富和形式多样的特点,能够有效地刺激旅游需求。在旅游网络口碑的研究领域中,网络口碑对旅游者决策行为的影响是国内外学者都很关注的议题。学者们基本从网络口碑信息特征、发布者特征、发布平台特征和接受者特征四个方面对具体的影响因素进行了验证,其中,网络口碑信息特征是学者们研究最多的,而其他因素的研究相对较少。此外,学者们大多探讨网络口碑单个影响因素对旅游决策的直接影响,而从旅游者心理感知角度全面分析网络口碑对旅游决策影响的相关研究很少。本文从网络口碑信息本身、发布者、发布平台和接受者四个方面入手,引入旅游者心理感知变量作为中介变量,构建网络口碑对旅游决策影响的理论模型,探讨网络口碑信息质量、信息视觉线索、发布者专业性、发布平台专业性、接受者旅游感知风险、接受者信息搜寻程度和接受者旅游专业程度这七个变量对旅游决策的影响以及旅游者心理感知有用性和感知可信性在模型中的中介作用。本文的研究结论如下:(1)网络口碑信息质量、发布者专业性、接受者旅游感知风险和信息搜寻程度对旅游决策行为有直接的正向影响,其中信息质量对旅游决策的促进作用最大,发布者专业性的促进作用最小。信息视觉线索、发布平台专业性和接受者旅游专业程度对旅游决策行为的直接影响不显著。感知有用性和感知可信性均对旅游决策行为有直接的正向影响,感知有用性的促进作用大于感知可信性。(2)网络口碑的部分要素可以通过旅游者心理感知间接影响旅游决策行为。其中信息质量和发布平台专业性对感知有用性和感知可信性有直接的正向影响,进而对旅游决策产生间接影响;旅游感知风险和信息搜寻程度对感知有用性有直接的正向影响,进而间接影响旅游决策;发布者专业性、信息视觉线索和接受者旅游专业程度对旅游决策没有间接影响。(3)感知有用性在信息质量、旅游感知风险和信息搜寻程度对旅游决策的影响中起到了中介作用,在信息视觉线索、发布者专业性、发布平台专业性和旅游专业程度与旅游决策的关系中没有起到显著的中介作用。感知可信性仅在信息质量对旅游决策的影响中起到了中介作用,在其他网络口碑要素与旅游决策的关系中没有起到显著的中介作用。(4)不同性别和收入水平的旅游者的旅游决策受网络口碑的影响存在差异,其中女性受网络口碑影响的程度要高于男性,低收入旅游者受网络口碑影响的程度要高于中等收入的旅游者;对于不同类型的网络口碑渠道,旅游者对网络口碑各要素的评价没有显著差异,其旅游决策受网络口碑的影响也没有显著差异。
[Abstract]:With the rapid development of the Internet, great changes have taken place in dissemination of tourism information. All kinds of online travel platform provides a large amount of travel information for tourists. At the same time, the tourism industry has entered the era of fit, dependent on the network of tourism information of tourists is increasing. In the network of tourism information, the influence of internet word-of-mouth on the tourist decision-making is particularly significant. Tourists generally believe that online word-of-mouth than tourism service providers to provide information more true and reliable, are also more likely to adopt the reputation information. At the same time, internet word-of-mouth has the characteristics of rich content and form in kind, can effectively stimulate the tourism demand. In the research field of tourism network reputation in and the influence of internet word-of-mouth on the tourist decision-making behavior is the domestic and foreign scholars are very concerned about the issue. The scholars from the online word-of-mouth information publisher characteristics, characteristics, characteristics and publishing platform Four aspects of the recipient characteristics were validated on the concrete factors which feature IWOM information scholars is the most studied, and the study of other factors are relatively few. In addition, most of the scholars to explore the factors influence directly influence on individual internet word-of-mouth tourism decision-making, and few related research comprehensive analysis of the influence of Internet word-of-mouth on tourism the decision from the angle of psychological perception of tourists. This article from the IWOM information itself, the publisher, released four platform and the recipient of introducing tourists psychological variables as intermediary variables, construct the theoretical model of the effect of eWOM on tourism decision-making, to explore the IWOM information quality, information visual cues, professional publishers, professional publishing platform, the recipient tourist perceived risk, these seven variables are recipients of information search and recipient degree of tourism professional degree in tourism decision The influence of policy and tourists' perceived usefulness and perceived credibility of intermediary role in the model. The conclusions of this study are as follows: (1) IWOM information quality, professional publisher, recipient of tourism risk perception and information search level have a direct positive impact on tourism decision-making behavior, which promotes the quality of information the maximum effect of tourism decision-making, promote their professional minimum release. Information visual cues released directly affect the professional and professional tourism platform recipient degree on tourism decision-making is not significant. Both perceived usefulness and perceived credibility has a direct positive impact on tourism decision-making behavior, perceived usefulness is stronger than perceived credibility. (2) can be part of IWOM indirectly affect tourism decision-making behavior by tourists. The psychological perception of the quality of information and expertise on publishing platform Have a direct positive impact on perceived usefulness and perceived credibility, and indirect impact on tourism decision-making; tourism risk perception and information search degree has a direct positive impact on perceived usefulness, and indirect impact on tourism decision-making; publisher of professional information, visual clues and the recipient of tourism professional degree not indirect impact on tourism decision-making. (3) perceived usefulness in the quality of information, the impact of tourism risk perception and information search on tourism decision-making plays an intermediary role in information, visual cues, publisher of professional, play a significant intermediary role between professional and not to release the tourism professional level and tourism decision-making platform. Only perceived credibility in the information quality impact on tourism decision-making plays an intermediary role, to the mediating effects of no significant differences in other factors and word-of-mouth network tourism decision-making. ( 4) there are differences on different gender and income level of the tourist's decision by word of mouth network, the female IWOM impact than men, low income tourists by the impact of internet word-of-mouth to a greater extent than middle-income tourists; for different types of online word-of-mouth channels, there is no significant difference between tourists evaluation of the various elements of online word-of-mouth, also there was no significant difference in the tourism decision by internet word-of-mouth influence.

【学位授予单位】：南京大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F592;F724.6

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