用户原创内容对旅游者出行意愿的影响机制研究

发布时间：2018-07-14 17:09

【摘要】：在Web2.0、Web3.0及各种新型社交媒体盛行的时代,用户原创内容已日益成为人们决策生活中的重要组成部分,它不仅被消费者广泛运用于网络购物,还成为新型的旅游网络口碑形式,在一定程度上影响着旅游者决策,尤其是在旅游者对新进入市场的旅游目的地(以下简称“新目的地”)的出行意愿上。本文以泰国丽贝岛这一新目的地为研究对象,探究了用户原创内容对丽贝岛在中国自助游市场上对于旅游者目的地选择过程中所产生的作用,提出、完善并验证了用户原创内容对旅游者前往新目的地的出行意愿的影响机制的概念模型,将为今后此类研究提供理论框架。本研究目的在于揭示以下两方面问题。第一,用户原创内容对旅游者冲动出行行为的影响机制。消费者在网上购物时,往往会受到购物网站卖家或买家的网络口碑的影响而引发购买冲动,进而导致未事先计划的冲动购买行为；同样的,旅游者在网上各大旅游论坛查询出游信息时,是否也会受到各种用户原创内容的影响,而引发出行冲动,进而发生未事先计划的冲动出行行为?目前不少学者采用冲动购买理论来解释消费者的这种冲动购买行为,那么这一理论是否也能够用来解释用户原创内容对旅游者冲动出行行为的影响?用户原创内容对旅游者冲动出行意愿的影响究竟有多大?其影响因素有哪些?第二,用户原创内容对旅游者的创新抗拒心理的影响机制。在那些因消费者一时冲动而购买的产品中,不乏许多新产品,那么是什么导致这部分消费者在产生购买冲动后最终决定购买,而另一部分消费者虽然产生购买冲动,但最终仍放弃购买?创新抗拒理论对此作出了解释。那么该理论是否也能够用来解释旅游者对新目的地的出行意愿?用户原创内容的存在能多大程度上减少创新抗拒,改变旅游者的最终出行意愿?其作用又受到哪些因素的制约?基于以上两方面问题,本研究以用户原创内容、阅读用户原创内容的旅游者以及新进入市场的旅游目的地为研究对象(由于新进入市场的旅游目的地对于绝大多数旅游者来说都是尚未列入出行计划的,因此基本符合“未事先计划”和“新”两大特征,故本文主要以“新进入市场的旅游目的地”指代那些“未列入旅游者事先计划的、并且新进入市场的旅游目的地”),以冲动购买理论和创新抗拒理论为基础,结合现有的网络口碑、旅游者目的地选择模型的相关研究,构建了基于“刺激-反应”模式的用户原创内容对旅游者出行意愿影响机制的概念模型,并通过定性与定量研究相结合,从引发出行冲动和降低感知风险两个方面研究了用户原创内容对于旅游者前往新目的地的出行意愿的影响机制。以期为营销者充分利用用户原创内容,对新目的地进行有效的营销提供借鉴。针对以上问题,本研究分为三大部分：第一部分为基于冲动购买理论的用户原创内容对于旅游者前往新目的地的出行意愿的影响机制的实证研究。首先,本研究通过文献梳理和小组访谈提出研究假设,以“刺激-反应”模式为框架,以用户原创内容的三大内容属性——临场感、内容全面性、正面推荐度——为自变量,出行意愿为因变量,出行冲动为中介变量,构建了基于冲动购买理论的用户原创内容对于旅游者前往新目的地的出行意愿的影响机制模型。然后,采用实验法,开展真实模拟网络环境下旅游者阅读用户原创内容的情境实验,并辅以问卷调查收集数据。最后,运用SPSS16.0对数据进行相关分析和线性回归分析,并验证模型假设。实证研究表明,用户原创内容的临场感、内容全面性、正面推荐度显著正向影响旅游者的出行冲动,而旅游者的出行冲动显著正向影响其最终出行意愿。用户原创内容在旅游者决策过程中起到了提供外部信息、刺激出行冲动的作用。第二部分为基于创新抗拒理论的用户原创内容对于旅游者前往新目的地的出行意愿的影响机制的实证研究。该部分就上述第一部分的研究假设进行了补充,加入了感知风险和创新抗拒意愿两个中介变量,修正了用户原创内容对于旅游者前往新目的地的出行意愿的影响机制模型。然后,同样采用实验法(与第一部分的实验合并进行),并辅以问卷调查收集数据。最后,运用SPSS16.0对数据进行描述性统计分析,并开展深度访谈,进一步了解用户原创内容对最终出行意愿的影响。研究结果表明,用户原创内容虽然可以引发旅游者的出行冲动,但对于新目的地来说,旅游者由于缺乏充分的信息以及自身旅游经历、能力、偏好等影响,存在着不同程度的感知风险,从而会产生一定的创新抗拒意愿,影响其出行意愿；用户原创内容对降低旅游者感知风险的作用则因旅游者的不同特质而又所强弱。此部分的研究结果是对第一部分研究结果的补充和进一步的解释说明。本研究的第三部分中,针对上述模型分析结果,为新目的地如何运用用户原创内容进行网络口碑营销提出了相应的有针对性的对策和建议。
[Abstract]:In the era of Web2.0, Web3.0 and all kinds of new social media, user original content has become an important part of people's decision-making life. It is not only widely used by consumers for Internet shopping, but also a new form of tourist network, which affects tourists' decision-making to a certain extent, especially to tourists. The travel destination (hereinafter referred to as "the new destination") in the market (hereinafter referred to as "the new destination") is intended. This paper, taking the new destination of Ko Lipe, Thailand as the research object, explores the effect of the original content of the user on the choice of the destination of Ko Lipe in the Chinese self-service market, and puts forward that the original user's original content has been perfected and verified. The conceptual model of the impact mechanism of content on travel intention of tourists to a new destination will provide a theoretical framework for the future research. The purpose of this study is to reveal the following two aspects. First, the mechanism of the impact of user original content on tourists' impulsive travel behavior. The influence of the Internet word of mouth of the seller or buyer of the website leads to the purchase impulse, which leads to the unplanned impulse buying behavior; the same, whether the traveler can also be influenced by the original content of various users when querying the travel information on the major tourist Forum on the Internet, and triggers the impulsiveness of the unplanned trip. At present, many scholars have adopted impulse buying theory to explain the impulse buying behavior of consumers, then can this theory also explain the effect of user original content on tourists' impulsive travel behavior? What are the impact of user original content on tourists' impulsive travel intention? Second, the influence mechanism of the original content of the user's original content on the innovating and resisting psychology of the tourists. There are many new products in the products purchased on the impulse of the consumer. Then what is the result of the final decision to buy after the purchase of this part of the consumer, while the other consumer still has the impulse to buy, but it is still in the end. The theory of abandoning purchase and innovation resistance is explained. Can the theory be used to explain the traveler's willingness to travel to a new destination? To what extent can the existence of the original content of the user reduce innovation resistance and change the traveler's final travel intention? What factors are restricted by its role? Based on the above two aspects The study is based on the original content of the user, the tourists who read the original content of the user and the new tourist destination for the market. (because the tourist destination of the newly entered market is not included in the trip plan for the vast majority of the tourists, so the basic character is "not planned" and "new", so the two features are not not planned and "new". This paper, based on the "newly entered tourist destination", refers to the theories of impulse buying and innovation resistance, which is based on the theory of impulse buying and the theory of innovation and resistance. Based on the existing internet word-of-mouth, the tourist destination selection model is based on the "stimulus". The conceptual model of the impact mechanism of the user original content of the response model on the travel intention of tourists, and through the combination of qualitative and quantitative research, has been carried out to study the influence mechanism of the original content of the user on the travel intention of the traveler to a new destination from two aspects of the trip impulse and the reduction of perceived risk. In view of the above problems, this study is divided into three parts: the first part is an empirical study on the impact mechanism of user original content based on impulse buying theory on the travel intention of tourists to the new destination. The group interview puts forward the research hypothesis, taking the "stimulus response" model as the framework, with the three content attributes of the original content of the user - the sense of telepresence, the content of the content, the positive recommendation - the independent variable, the travel intention as the dependent variable and the travel impulse as the intermediary variable, and constructs the original content of the user based on the impulse buying theory for the tourists. The effect mechanism model of travel intention to the new destination. Then, the experimental method is used to carry out the situational experiment of the tourists reading the original content of the user under the real simulation network environment, and the data are collected with the questionnaire survey. Finally, the data are analyzed with SPSS16.0 and the linear regression analysis is used to verify the model hypothesis. It shows that the sense of presence of the original content of the user, the comprehensiveness of the content and the positive recommendation have a significant positive impact on the traveler's travel impulse, while the traveler's travel impulse has a significant positive impact on the final travel intention. The original content of the user plays the role of providing external information and stimulating the travel impulse in the process of tourist decision making. The second part is based on the basis of the user's original content. The empirical study on the influence mechanism of the original content of the innovation resistance theory on the travel intention of tourists to the new destination. This part supplemented the research hypothesis of the first part of the first part, added two intermediary variables of perceived risk and innovation resistance, modified the original content of the user to the tourists to the new goal. And then, the experimental method (combined with the first part of the experiment) is also adopted, and the data are collected with the questionnaire survey. Finally, the SPSS16.0 is used to make a descriptive statistical analysis and in-depth interview to further understand the influence of the original content of the user on the final travel intention. The results show that the original content of the user can cause the traveler's travel impulse, but for the new destination, the tourists have different degrees of perceived risk due to the lack of sufficient information and their own travel experience, ability and preference, which will result in a certain willingness to resist and affect their travel intention; the original user is original. The effect of content on reducing tourists' perceived risk is due to the different characteristics and strengths of tourists. The results of this part are the supplement and further explanation of the results of the first part of the study. In the third part of this study, the results of the above model analysis are made for the use of original user content to the network. Word of mouth marketing put forward pertinent countermeasures and suggestions.
【学位授予单位】：复旦大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F592.6

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