网络口碑对南宁大学生旅游决策行为的影响研究

发布时间：2018-09-05 17:21

【摘要】：随着互联网的口益普及,网络口碑对消费者决策行为的影响力正逐渐提升。本研究结合以往学者的相关研究成果,构建网络口碑对南宁大学生旅游决策行为的影响机制,将影响南宁大学生的旅游决策行为的因素划分为三个层面,分别是网络口碑信息特征、网络口碑接收者特征和网络口碑传播者特征,并提出相关的18个研究假设。基于此,本研究以南宁市大学生作为研究对象,以大学生在进行旅游决策的过程中通过网络搜寻有关旅游目的地或旅游产品的口碑信息为前提,采用线上问卷调查(即网络问卷调查)和线下问卷调查(即纸质问卷调查)两种方式相结合来进行调研,运用SPSS17.0对调研所得数据进行分析。研究结果表明：网络口碑的数量、鲜明性、感知有用性和感知易用性对于大学生旅游决策产生显著的正向影响；网络口碑接收者的专业性及其与传播者的关系强度越大,则对大学生的旅游决策影响也就越大；另外口碑接收者,即大学生本身的旅游涉入和网络涉入程度也对其旅游决策起到显著的正向影响作用,而大学生的个体信任倾向并未对其旅游决策产生明显作用。针对上述研究结论,最后为高校、政府、在线旅游运营商以及传统旅游企业作出相关决策提供相应的建议。
[Abstract]:With the popularity of the Internet, the influence of internet word of mouth on consumer decision-making behavior is gradually increasing. Based on the previous research results, this study constructs the influence mechanism of network word-of-mouth on the tourism decision-making behavior of Nanning college students, and divides the factors that affect the tourism decision-making behavior of Nanning college students into three levels. They are the characteristics of network word-of-mouth information, the characteristics of network word-of-mouth receivers and the characteristics of network word-of-mouth communicators, and 18 related research hypotheses are put forward. Based on this, this research takes Nanning university students as the research object, taking the university students to search for the word-of-mouth information about the tourism destination or the tourism product through the network in the process of the tourism decision-making. The online questionnaire survey (online questionnaire survey) and the offline questionnaire survey (paper questionnaire survey) are used to carry out the investigation. The data obtained from the survey are analyzed by SPSS17.0. The results show that: the number, distinctness, perceived usefulness and perceived usability of network word-of-mouth have a significant positive impact on college students' tourism decision-making, and the greater the intensity of the relationship between online word-of-mouth recipients and communicators, the greater the degree of professionalism and the relationship between online word-of-mouth recipients and communicators. The higher the impact on the tourism decision of college students, the more positive the degree of tourism involvement and network involvement of college students is, and the positive effect on tourism decision making is also obvious from the recipients of word-of-mouth, that is, the degree of university students' own tourism involvement and network involvement. But the individual trust tendency of college students has no obvious effect on their tourism decision. In view of the above conclusions, some suggestions are provided for universities, governments, online tourism operators and traditional tourism enterprises to make relevant decisions.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F592.7;F224;G649.2

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