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旅游导刊 ›› 2019, Vol. 3 ›› Issue (1): 43-64.DOI: 10.12054/lydk.bisu.88

• 研究论文 • 上一篇    下一篇

旅游者在线预订行为是计划行为吗?——旅游者行为惯性的影响及风险感知的两阶段调节效应研究

张江驰()   

  1. 华侨大学旅游学院 福建泉州 362021
  • 收稿日期:2018-07-16 修回日期:2018-11-20 出版日期:2019-02-28 发布日期:2019-03-04
  • 作者简介: 张江驰(1995— ),男,福建泉州人,华侨大学旅游学院硕士研究生,研究方向:旅游安全和旅游服务等。E-mail:1050517815@qq.com
  • 基金资助:
    本研究受华侨大学研究生科研创新培育项目(项目编号:17013121020)资助

Is E-Booking a Planned Behavior? A Study on the Effects of Tourists’ Habits and the Two-stage Moderating Effects of Risk Perception

Jiangchi ZHANG   

  1. College of Tourism, Huaqiao University, Quanzhou 362021, China
  • Received:2018-07-16 Revised:2018-11-20 Online:2019-02-28 Published:2019-03-04

摘要:

随着Web2.0技术的成熟与散客化浪潮的兴起,在线旅游预订日渐受到游客的青睐。本研究从旅游者个体视角出发,基于计划行为理论阐述了旅游者在线预订行为的形成机制,并进一步探讨游客个体预订行为惯性及风险感知的干预影响。本研究对泉州、厦门、上海等地382名游客开展问卷调查,分析表明:计划行为理论对游客在线预订行为有较好的解释力度;游客预订行为惯性对预订行为具有显著的正向影响;游客风险感知在预订意向形成、预订行为发生两个阶段均具有显著的负向调节作用;风险感知在预订意向转化成真实预订行为过程中的抑制作用更大。本研究还从旅游产品质量管理、游客行为习惯引导、预订风险管理等方面提出对旅游电商平台管理的启示。

关键词: 旅游在线预订, 计划行为理论, 风险感知, 行为惯性

Abstract:

With the maturity of Web2.0 technology and the rise of individual customers, online travel booking is increasingly favored by tourists. From the personal perspective of tourists, this study constructs a conceptual model to explore the formation mechanism of online booking behavior of tourists. The conceptual model proposed in this study mainly consists of variables such as attitude, subjective norms, perceived behavioral control, booking behavioral habits, risk perception, booking intention, and booking behavior. The study conducted a questionnaire survey on four destinations in Quanzhou, Xiamen and Shanghai, and obtained 382 questionnaires. Through the data analysis software such as AMOS and SPSS, the multi-level test of the direct, mediating and regulating effects of the model was carried out. The results show that: (1) Behavioral attitudes, subjective norms, and perceived behavioral control have a strong direct influence on the booking intention. Also, The booking intention is an important predictor of the booking behavior. The data results indicate that the planned behavior theory has a good explanation for the online booking behavior of tourists; (2) The tourist booking habits has a significant positive impact on the booking behavior, and can also influence the booking behavior through the intermediary effect of the booking intention; (3) Tourist risk perception has a significant negative adjustment effect on the two stages of booking behavior. And risk perception has a greater inhibitory effect on the conversion of booking intentions into real booking behavior. This study also proposes a tourism e-commerce platform marketing strategy system from the aspects of tourism product quality management, guidance of tourists' behavior habits, and reservation risk management. However, the occurrence of online booking behavior of tourists also has irrational behavior characteristics such as impulsive purchase and secular purchase. More theoretical discussions and empirical tests are needed in the future.

Key words: e-booking, theory of planned behavior, risk perception, behavioral habit

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