人口统计和行为特征对旅游移动平台顾客融入的影响

doi:10.12054/lydk.bisu.58

摘要/Abstract

摘要：

信息时代,顾客融入越来越受到学术界和企业界的广泛关注和讨论,但对顾客融入影响因素的实证研究仍然较少。本文以旅游移动平台为例,实证分析人口统计和行为特征对顾客融入（包括融入行为和融入动机两方面）的影响。研究发现：融入行为在人口统计特征变量上存在差异,表现为女性、18~30岁、受教育水平高的旅游者具有较高水平的融入行为;女性、受教育水平高的旅游者具有更强的融入动机,年龄对融入动机无显著影响;行为特征变量（出游情况、熟练程度和花费时间）均显著影响融入行为和融入动机。最后对研究结果进行讨论,并为旅游企业建设旅游移动平台以及提高顾客融入度提出建议。

关键词: 顾客融入; 人口统计和行为特征; 融入行为; 融入动机; 旅游移动平台

Abstract:

In the information age, customer engagement has been drawing increasing attention from both the academia and the tourist industry, sparkling a new wave of discussions on this issue. However, there are still few empirical studies focusing on the specific factors influencing customer engagement. Taking tourism mobile platform as an example, this paper conducts an empirical analysis on the impact of demographic characteristics and behavioral characteristics on customer engagement (from the perspective of customer engagement behavior and the perspective of customer engagement motivation) to fill the gap. Applying a combination of factor analysis, independent sample t-test and single-factor analysis of variance and other quantitative methods, the data analysis shows that there are great differences in terms of the demographic characteristic variables of customer engagement behavior. The data analysis shows that female tourists, aged between 18 years old and 30 years old, with higher levels of education, demonstrate a higher level of customer engagement behavior; female tourists with higher levels of education also demonstrate stronger motivations in terms of customer engagement. The research also shows that age does not seem to affect motivations levels of customer engagement behavior in a significant way; behavioral characteristic variables (the frequency of travelling, the proficiency level and the time spent in travelling) all pose a significant influence on customer engagement behavior and customer engagement motivation. Finally, the article discusses the research results in greater details and puts forward some suggestions for tourism enterprises on how to build more effective tourism mobile platforms and improve the level of customer engagement.

Keywords: customer engagement; demographic and behavioral characteristics; engagement behavior; engagement motivation; tourism mobile platform

中图分类号:

吴文秀, 张宏梅. 人口统计和行为特征对旅游移动平台顾客融入的影响[J]. 旅游导刊, 2018, 2(1): 37-55.

Wenxiu WU, Hongmei ZHANG. The Impact of Demographic and Behavioral Characteristics on Customer Engagement in Tourism Mobile Platforms[J]. Tourism and Hospitality Prospects, 2018, 2(1): 37-55.

图/表 5

参考文献 43

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人口统计变量	百分比（%）	人口统计变量	百分比（%）
性别		出游情况
男	56.9	很少	32.8
女	41.2	一般化	51.7
		经常	15.5
年龄		移动网络的熟练程度
18岁以下	3.3	不熟练	2.3
18~30岁	86.1	一般	25.9
30~45岁	9.3	熟练	71.8
45岁以上	1.3
受教育水平		每天在手机上花费的时间
高中及以下	6.1	2小时之内	11.1
大学专科	15.8	2~4小时	35.9
大学本科	61.9	4小时以上	52.7
研究生及以上	15.8

人口统计变量	百分比（%）	人口统计变量	百分比（%）
性别		出游情况
男	56.9	很少	32.8
女	41.2	一般化	51.7
		经常	15.5
年龄		移动网络的熟练程度
18岁以下	3.3	不熟练	2.3
18~30岁	86.1	一般	25.9
30~45岁	9.3	熟练	71.8
45岁以上	1.3
受教育水平		每天在手机上花费的时间
高中及以下	6.1	2小时之内	11.1
大学专科	15.8	2~4小时	35.9
大学本科	61.9	4小时以上	52.7
研究生及以上	15.8

融入行为	因子	因子载荷	共同度	因子均值	α值
消费性融入行为	查找目的地旅游信息	0.73	0.72	3.29	0.87
	查找旅游交易信息	0.77	0.76
	查找旅游优惠和活动信息	0.80	0.71
	查找基于位置的周边旅游信息	0.77	0.69
	看游记/攻略/评论	0.65	0.55
贡献性融入行为	寻找志同道合的驴友	0.67	0.52	2.00	0.83
	分享和转发感兴趣的旅游信息	0.58	0.53
	写游记和旅游博客	0.80	0.72
	发与旅游相关的论坛帖子	0.84	0.76
	写旅游点评	0.79	0.70
社交和多媒体交互行为	看朋友和其他旅游者发的旅游照片和视频	0.59	0.56	2.96	0.78
	上传旅游照片和视频	0.59	0.52
	与朋友/家人讨论旅游目的地和行程	0.68	0.62
	与其他旅游者讨论旅游体验和心得	0.71	0.65
	为其他旅游者提供帮助和建议	0.68	0.60
融入行为	因子	因子载荷	共同度	因子均值	α值
交易类融入行为	预定旅游产品	0.71	0.67	3.11	0.81
	支付旅游产品费用	0.75	0.71
	办理旅行手续	0.73	0.65

融入行为	因子	因子载荷	共同度	因子均值	α值
消费性融入行为	查找目的地旅游信息	0.73	0.72	3.29	0.87
	查找旅游交易信息	0.77	0.76
	查找旅游优惠和活动信息	0.80	0.71
	查找基于位置的周边旅游信息	0.77	0.69
	看游记/攻略/评论	0.65	0.55
贡献性融入行为	寻找志同道合的驴友	0.67	0.52	2.00	0.83
	分享和转发感兴趣的旅游信息	0.58	0.53
	写游记和旅游博客	0.80	0.72
	发与旅游相关的论坛帖子	0.84	0.76
	写旅游点评	0.79	0.70
社交和多媒体交互行为	看朋友和其他旅游者发的旅游照片和视频	0.59	0.56	2.96	0.78
	上传旅游照片和视频	0.59	0.52
	与朋友/家人讨论旅游目的地和行程	0.68	0.62
	与其他旅游者讨论旅游体验和心得	0.71	0.65
	为其他旅游者提供帮助和建议	0.68	0.60
融入行为	因子	因子载荷	共同度	因子均值	α值
交易类融入行为	预定旅游产品	0.71	0.67	3.11	0.81
	支付旅游产品费用	0.75	0.71
	办理旅行手续	0.73	0.65

融入动机	因子	因子载荷	共同度	因子均值	α值
享乐和自我表达	做这些事情会让我感到愉快	0.68	0.61	3.46	0.86
	我觉得做这些事情很有趣	0.75	0.67
	我发现做这些事情非常有娱乐性	0.76	0.63
	能让我自由分享我的兴趣和观点	0.59	0.58
	做这些事情能体现真实的我	0.69	0.61
	可以让我很容易地表达关于旅游的真实想法	0.73	0.61
寻求帮助	我需要他人的帮助	0.75	0.61	3.50	0.78
	其他旅游者能用他们的知识和经历帮助我	0.81	0.72
	有机会从旅游经营者和其他旅游者那里得到帮助	0.80	0.71
帮助他人	我乐意用我的经历去帮助其他旅游者	0.80	0.74	3.49	0.84
	我很喜欢帮助那些需要帮助的旅游者	0.83	0.79
	回答其他旅游者的问题让我很开心	0.77	0.71
融入动机	因子	因子载荷	共同度	因子均值	α值
功能性回报	做这些事情可以挣钱	0.79	0.64	2.22	0.74
	假如不是为了挣钱,我不会做这些事情的	0.81	0.70
	钱挣得越多,我就越会做这些事情	0.83	0.68