调节定向与沟通策略对游客购买意愿的影响——感知价值的中介作用

发布时间：2018-01-30 15:55

本文关键词： 调节定向调节匹配沟通策略购买意愿　出处：《旅游学刊》2015年12期 　论文类型：期刊论文

【摘要】：在旅游市场营销中,良好的沟通是提升游客购买意愿的重要策略之一。传统观点认为,游客的购买决策取决于决策收益与决策成本之间的比较,即一个好的决策在于以较低的成本获得较高的收益。但事实上,游客的购买决策还会受到游客决策过程的影响,调节匹配理论就是基于个体的决策过程而提出的一种新的理论。文章依据调节匹配理论,通过两个实验验证了调节定向(促进定向/预防定向)与沟通策略(获得收益策略/避免缺失策略)对游客感知价值和购买意愿的影响。研究结果表明,调节定向与沟通策略存在交互效应,具体来说,相对于预防定向,促进定向与获得收益策略的匹配能够提升游客的感知获得价值和购买意愿,而相对于促进定向,预防定向与避免缺失策略的匹配能够提升游客的感知交易价值和购买意愿,且感知获得价值和感知交易价值在调节定向与沟通策略对游客购买意愿的影响关系中具有部分中介作用。
[Abstract]:In tourism marketing, good communication is one of the most important strategies to enhance tourists' purchase intention. The traditional view is that tourists' purchase decision depends on the comparison between the decision income and the decision cost. That is, a good decision is to get a higher profit at a lower cost, but in fact, the tourist purchase decision will also be affected by the tourist decision-making process. The theory of adjusting matching is a new theory based on individual decision-making process. The effects of adjustment orientation (promoting orientation / preventive orientation) and communication strategy (income gain strategy / loss avoidance strategy) on perceived value and purchase intention of tourists were verified by two experiments. There are interactive effects between adjusting orientation and communication strategies. Specifically, the matching of orientation and revenue acquisition strategies can enhance tourists' perceived acquisition value and purchase intention, compared with preventive orientation. In contrast to promoting orientation, the matching of prevention orientation and avoiding missing strategy can enhance the perceived transaction value and purchase intention of tourists. And perceived acquisition value and perceived transaction value play a part intermediary role in regulating the influence of orientation and communication strategies on tourists' purchase intention.
【作者单位】：河南工业大学管理学院;
【基金】：国家社会科学基金重点项目“美丽中国建设与旅游业健康发展研究”(14AJY024) 河南省教育厅人文社会科学项目“服务场景中的顾客间互动影响机制研究”(2014GH073) 河南工业大学高层次人才基金项目“基于服务营销理论的旅游演艺研究:构成维度;影响机制与管理策略”(2013BS017)资助~~
【分类号】：F592.6
【正文快照】： 引言在组团游中,导游往往承担了两种角色职能, 既是旅游服务提供者,也是旅游产品推销者。从旅游实践来看,这种双重角色容易带来4个方面的负面后果:一是导游角色认知的模糊,进而影响其服务质量,带来高的离职倾向和低的工作绩效;二是降低游客的旅游体验质量和整体满意度;三是引

【参考文献】