旅游电子商务企业营销道德行为与游客响应——在线体验的中介作用

doi:10.12054/lydk.bisu.106

摘要/Abstract

摘要：

基于文献回顾和访谈研究,本文构建了以游客在线体验为中介变量、电子商务企业营销道德行为为前因变量、游客响应为结果变量的理论模型。结果表明,旅游电子商务企业营销道德行为通过在线体验的中介作用对游客响应产生影响。其中,隐私保护、安全可靠、诚信经营对认知体验有积极影响,隐私保护、安全可靠、诚信经营、社会责任履行对情感体验有积极影响,隐私保护、安全可靠、诚信经营对游客响应有积极影响,认知体验对情感体验有积极影响,认知体验、情感体验对游客响应有积极影响。并且,认知体验在隐私保护、安全可靠、诚信经营与游客响应中发挥了部分中介效应,情感体验在安全可靠与游客响应中发挥了完全中介效应,而在隐私保护、诚信经营与游客响应中发挥了部分中介效应。本研究对旅游电子商务企业营销道德行为和游客体验管理有重要启示。

关键词: 旅游电子商务; 营销道德; 在线体验; 游客响应

Abstract:

This study uses information drawn from a literature review and interviews to construct a theoretical model that takes the online experience of tourists as the intermediary variable, the marketing ethics of e-commerce enterprises as the antecedent variable, and the tourist response as the outcome variable. The results show that the ethical marketing strategies employed by e-commerce enterprises in the travel industry significantly impact tourist responses through the mediation of the online tourist experience. Privacy protection, a safe and reliable experience away from home, and good faith management impact cognitive experience positively, while these same factors also have a positive effect on tourist response and combine with the consumer’s belief that the enterprise has fulfilled its social responsibility to influence affective experience in a similarly positive way. There is a strong internal relationship between these elements: the tourist’s cognitive experience positively impacts their affective experience; moreover, affective experience has a stronger impact on tourist response than cognitive experience. However, the cognitive experience creates an effect of partial mediation between the positive strategies used by e-commerce enterprises and the tourist response; likewise, affective experience plays a similar role in mediating the tourist response to privacy protection and good faith management, whilst completely altering the tourist’s perception of whether their experience has been safe and reliable. This study is important with regards to the construction of marketing ethics and the management of tourist experience in the online travel market.

Keywords: tourism e-commerce; marketing ethics; online experience; tourist response

中图分类号:

沈鹏熠, 万德敏. 旅游电子商务企业营销道德行为与游客响应——在线体验的中介作用[J]. 旅游导刊, 2019, 3(5): 47-65.

Pengyi SHEN, Demin WAN. Research on Marketing Ethical Behaviour of Tourism Electronic Commerce Enterprise and Tourist Response: Mediation Effect of Online Experience[J]. Tourism and Hospitality Prospects, 2019, 3(5): 47-65.

图/表 8

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人口特征	类型	人数	比例	人口特征	类型	人数	比例
性别	男性	215	45.9 %	学历	大专及以下	179	38.3%
性别	女性	253	54.1%		本科	186	39.7%
年龄	18岁及以下	49	10.5%		硕士及以上	103	22.0%
	19~30岁	115	24.6%	职业	工人	43	9.2%
	31~40岁	102	21.8%		教师	68	14.5%
	41~59岁	135	28.8%		公务员	63	13.5%
	60岁及以上	67	14.3%		公司职员	96	20.5%
月收入	1 000元以下	64	13.7%		个体工商户	72	15.4%
	1 001~2 000元	52	11.1%		学生	94	20.1%
	2 001~3 000元	97	20.7%		农民	32	6.8%
	3 001~4 000元	102	21.8%	惠顾频率	经常偶尔	247 221	52.8% 47.2%
	4 001~5 000元	86	18.4%
	5 000元以上	67	14.3%

人口特征	类型	人数	比例	人口特征	类型	人数	比例
性别	男性	215	45.9 %	学历	大专及以下	179	38.3%
性别	女性	253	54.1%		本科	186	39.7%
年龄	18岁及以下	49	10.5%		硕士及以上	103	22.0%
	19~30岁	115	24.6%	职业	工人	43	9.2%
	31~40岁	102	21.8%		教师	68	14.5%
	41~59岁	135	28.8%		公务员	63	13.5%
	60岁及以上	67	14.3%		公司职员	96	20.5%
月收入	1 000元以下	64	13.7%		个体工商户	72	15.4%
	1 001~2 000元	52	11.1%		学生	94	20.1%
	2 001~3 000元	97	20.7%		农民	32	6.8%
	3 001~4 000元	102	21.8%	惠顾频率	经常偶尔	247 221	52.8% 47.2%
	4 001~5 000元	86	18.4%
	5 000元以上	67	14.3%

潜在变量	测项数目	Cronbach’s α	组合信度
隐私保护	5	0.783	0.864
安全可靠	8	0.756	0.920
公平竞争	5	0.812	0.859
诚信经营	6	0.844	0.875
社会责任履行	4	0.792	0.824
认知体验	4	0.827	0.847
情感体验	3	0.765	0.795
游客响应	3	0.833	0.808

潜在变量	测项数目	Cronbach’s α	组合信度
隐私保护	5	0.783	0.864
安全可靠	8	0.756	0.920
公平竞争	5	0.812	0.859
诚信经营	6	0.844	0.875
社会责任履行	4	0.792	0.824
认知体验	4	0.827	0.847
情感体验	3	0.765	0.795
游客响应	3	0.833	0.808

研究变量	测量指标	标准化载荷	研究变量	测量指标	标准化载荷
隐私保护	非法收集个人信息	0.674***	诚信经营	虚假广告宣传	0.713***
	非法使用个人信息	0.817***		网站旅游商品与实际不相符	0.748***
	无隐私保护申明	0.696***		提供假冒伪劣商品	0.803***
	非法泄露和传播个人信息	0.785***		违规“刷”信誉度	0.657***
	垃圾邮件泛滥	0.764***		虚构交易记录和评价误导消费者	0.708***
安全可靠	旅游商品发货、交货延迟	0.773***		不兑现促销承诺或服务承诺	0.766***
	支付方式不安全	0.768***	社会责任履行	网站流量和效益不好	0.755***
	售后服务不周到	0.714***		不积极参加公益事业	0.723***
	投诉回应难	0.811***		对环境不负责	0.788***
	系统没有安全保证	0.796***		缺乏复合型旅游电子商务人才	0.669***
	旅游信息内容不全面和不详细	0.752***	认知体验	该旅游网站是值得信赖的	0.811***
	缺乏完善的游客保障体系	0.803***		该旅游网站能提供好的服务	0.734***
	缺乏个性化旅游服务	0.727***		该旅游网站有强烈吸引力	0.775***
				在该网站购买是值得的	0.728***
公平竞争	模仿或抄袭竞争对手界面设计贬低竞争对手恶意价格竞争窃取知识产权和商业秘密在竞争对手网页上恶意差评	0.769* 0.735* 0.726* 0.682* 0.788***	情感体验	愉悦的	0.817***
				自在的	0.708***
				兴奋的	0.726***
			游客响应	再浏览倾向	0.805***
				预订倾向	0.772***
				口碑推荐	0.713***