虚拟旅游参与者行为倾向形成机理的实证研究
发布时间：2018-08-20 18:05
【摘要】：信息时代下,互联网技术的飞速发展,推动着旅游业不断借助信息技术展示其旅游价值和功能。侧重于网络体验的“虚拟旅游”应运而生。它是基于互联网或虚拟旅游技术,在现场之外完成虚拟景观游览、在线信息搜索、功能服务和心理体验等活动过程,开启了新旅游信息时代,是人们旅游活动的新方式。到底什么是虚拟旅游?虚拟旅游体验的影响因素有哪些?这种旅游体验活动如何影响参与者进而激发行为倾向?带着这些问题,本研究从虚拟旅游参与者行为倾向的角度切入,来探讨虚拟旅游对参与者旅游决策的影响。 在研究过程中,采用访谈法与问卷调查法收集有效数据；利用探索性因子分析提取虚拟旅游体验关键影响因子；运用理论阐述及相关性分析来探究虚拟旅游参与者行为倾向的前因；同时借助结构方程模型分析虚拟旅游参与者行为倾向形成的机理,最后得出如下结论： (1)通过对量表观测到的样本数据进行探索性因子分析,得到影响虚拟旅游体验质量的关键因素有5类,即信息内容、人际沟通、平台属性、娱乐服务和个人特性,并通过验证性因子分析证实了探索性因子分析的结果。 (2)通过对互联网环境下消费者行为倾向前因研究成果的整理,将行为倾向前因研究分为三大流派：满意主导流派、价值主导流派及多元前因流派；并对三大流派进行分析,找出存在的问题,提出虚拟旅游参与者行为倾向前因研究的新视角——功能收益与心理收益,最后通过对样本数据进行相关性检验,得出功能收益和心理收益与虚拟旅游参与者行为倾向有显著的正向影响关系。 (3)通过模型建构与分析发现：信息内容、人际沟通、平台属性及个人特性显著的正向影响功能收益及心理收益,并通过功能收益和心理收益影响虚拟旅游参与者的行为倾向；娱乐服务对虚拟旅游参与者的功能收益和心理收益影响不显著。这是由于我国虚拟旅游发展处于初期,虚拟旅游的设计没有有效满足虚拟旅游参与者的娱乐个性需求。
[Abstract]:In the information age, with the rapid development of Internet technology, tourism continues to display its tourism value and function with the help of information technology. Virtual tourism, which focuses on network experience, emerges as the times require. It is based on the Internet or virtual tourism technology to complete virtual landscape tours online information search functional services and psychological experience etc. It opens a new era of tourism information and is a new way for people to travel. What is virtual tourism? What are the influencing factors of virtual tourism experience? How does this kind of travel experience affect participants and then stimulate behavioral tendencies? With these problems, this study explores the impact of virtual tourism on participants' tourism decision-making from the perspective of behavioral tendency of virtual tourism participants. In the course of the research, the effective data were collected by interview and questionnaire, and the key factors of virtual tourism experience were extracted by exploratory factor analysis. Using theoretical analysis and correlation analysis to explore the antecedents of behavior tendency of virtual tourism participants, and at the same time using structural equation model to analyze the formation mechanism of behavior tendency of virtual tourism participants. Finally, the following conclusions are drawn: (1) through exploratory factor analysis of sample data observed by the scale, five key factors affecting the quality of virtual tourism experience are obtained, namely information content, interpersonal communication, platform attributes. Entertainment services and personal characteristics, and through confirmatory factor analysis to verify the results of exploratory factor analysis. (2) by sorting out the results of the research on the antecedents of consumer behavior tendency in the Internet environment, The research on the antecedents of behavioral tendency is divided into three major schools: satisfied leading school, value leading school and pluralistic antecedent school, and analyzes the three major schools to find out the existing problems. This paper puts forward a new perspective on the antecedents of behavioral predisposition of virtual tourism participants-functional income and psychological benefit. Finally, the correlation test of sample data is carried out. It is concluded that there is a significant positive relationship between functional income and psychological benefit and behavioral tendency of virtual tourism participants. (3) through model construction and analysis, we find that: information content, interpersonal communication, Platform attributes and personal characteristics significantly positively affect the functional and psychological benefits, and through the functional and psychological benefits affect the behavior tendency of virtual tourism participants; Entertainment services have no significant effect on the functional and psychological benefits of virtual tourism participants. This is because the development of virtual tourism in China is in its infancy, and the design of virtual tourism does not meet the entertainment personality needs of virtual tourism participants.
【学位授予单位】：湖北大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F592.1;F224
本文编号：2194537
[Abstract]:In the information age, with the rapid development of Internet technology, tourism continues to display its tourism value and function with the help of information technology. Virtual tourism, which focuses on network experience, emerges as the times require. It is based on the Internet or virtual tourism technology to complete virtual landscape tours online information search functional services and psychological experience etc. It opens a new era of tourism information and is a new way for people to travel. What is virtual tourism? What are the influencing factors of virtual tourism experience? How does this kind of travel experience affect participants and then stimulate behavioral tendencies? With these problems, this study explores the impact of virtual tourism on participants' tourism decision-making from the perspective of behavioral tendency of virtual tourism participants. In the course of the research, the effective data were collected by interview and questionnaire, and the key factors of virtual tourism experience were extracted by exploratory factor analysis. Using theoretical analysis and correlation analysis to explore the antecedents of behavior tendency of virtual tourism participants, and at the same time using structural equation model to analyze the formation mechanism of behavior tendency of virtual tourism participants. Finally, the following conclusions are drawn: (1) through exploratory factor analysis of sample data observed by the scale, five key factors affecting the quality of virtual tourism experience are obtained, namely information content, interpersonal communication, platform attributes. Entertainment services and personal characteristics, and through confirmatory factor analysis to verify the results of exploratory factor analysis. (2) by sorting out the results of the research on the antecedents of consumer behavior tendency in the Internet environment, The research on the antecedents of behavioral tendency is divided into three major schools: satisfied leading school, value leading school and pluralistic antecedent school, and analyzes the three major schools to find out the existing problems. This paper puts forward a new perspective on the antecedents of behavioral predisposition of virtual tourism participants-functional income and psychological benefit. Finally, the correlation test of sample data is carried out. It is concluded that there is a significant positive relationship between functional income and psychological benefit and behavioral tendency of virtual tourism participants. (3) through model construction and analysis, we find that: information content, interpersonal communication, Platform attributes and personal characteristics significantly positively affect the functional and psychological benefits, and through the functional and psychological benefits affect the behavior tendency of virtual tourism participants; Entertainment services have no significant effect on the functional and psychological benefits of virtual tourism participants. This is because the development of virtual tourism in China is in its infancy, and the design of virtual tourism does not meet the entertainment personality needs of virtual tourism participants.
【学位授予单位】：湖北大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F592.1;F224
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