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旅游导刊 ›› 2019, Vol. 3 ›› Issue (1): 43-64.DOI: 10.12054/lydk.bisu.88
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:基金资助:
Jiangchi ZHANG
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。
中图分类号:
张江驰. 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[J]. 旅游导刊, 2019, 3(1): 43-64.
Jiangchi ZHANG. Is E-Booking a Planned Behavior? A Study on the Effects of Tourists’ Habits and the Two-stage Moderating Effects of Risk Perception[J]. Tourism and Hospitality Prospects, 2019, 3(1): 43-64.
人口统计变量 | 样本结构(N=315) | 人口统计变量 | 样本结构(N=315) | ||||
---|---|---|---|---|---|---|---|
类别 | 频数 | 比率 | 类别 | 频数 | 比率 | ||
性别 | 男 | 119 | 37.8% | 职业 | 企业职员 | 63 | 20.0% |
女 | 196 | 62.2% | 政府公务人员 | 27 | 8.5% | ||
婚姻状况 | 已婚 | 113 | 35.9% | 教育科研工作者 | 33 | 10.5% | |
未婚 | 198 | 62.9% | 个体经营者 | 32 | 10.2% | ||
离异 | 2 | 0.6% | 在校学生 | 76 | 24.1% | ||
丧偶 | 2 | 0.6% | 专业技术人员 | 29 | 9.2% | ||
年龄 | 00后 | 9 | 2.9% | 自由职业者 | 27 | 8.6% | |
90后 | 180 | 57.1% | 离退休人员 | 11 | 3.5% | ||
80后 | 71 | 22.5% | 军人 | 7 | 2.2% | ||
70后 | 49 | 15.6% | 其他 | 10 | 3.2% | ||
60后 | 4 | 1.3% | 出游频率 | 一个月一次以上 | 29 | 9.2% | |
50后 | 2 | 0.6% | 两到三个月一次 | 144 | 45.7% | ||
学历 | 初中及以下 | 14 | 4.5% | 半年左右一次 | 108 | 34.3% | |
高中/中专 | 54 | 17.1% | 一年一次 | 18 | 5.7% | ||
专科 | 104 | 33.0% | 极少出游 | 16 | 5.1% | ||
本科 | 102 | 32.4% | 最近一次旅游的在线预订次数(行为 惯性) | ||||
硕士及以上 | 41 | 13.0% | ≤1次 | 18 | 5.7% | ||
月收入 | 2500元及以下 | 56 | 17.8% | 2~3次 | 156 | 49.6% | |
2501~5000元 | 107 | 34.0% | 4~5次 | 101 | 32.1% | ||
5001~10000元 | 116 | 36.8% | 6~7次 | 20 | 6.3% | ||
10001~20000元 | 25 | 7.9% | >7次 | 20 | 6.3% | ||
20001元及以上 | 11 | 3.5% |
表1 有效样本数据的人口统计特征概况
Tab.1 Overview of demographic characteristics of valid samples
人口统计变量 | 样本结构(N=315) | 人口统计变量 | 样本结构(N=315) | ||||
---|---|---|---|---|---|---|---|
类别 | 频数 | 比率 | 类别 | 频数 | 比率 | ||
性别 | 男 | 119 | 37.8% | 职业 | 企业职员 | 63 | 20.0% |
女 | 196 | 62.2% | 政府公务人员 | 27 | 8.5% | ||
婚姻状况 | 已婚 | 113 | 35.9% | 教育科研工作者 | 33 | 10.5% | |
未婚 | 198 | 62.9% | 个体经营者 | 32 | 10.2% | ||
离异 | 2 | 0.6% | 在校学生 | 76 | 24.1% | ||
丧偶 | 2 | 0.6% | 专业技术人员 | 29 | 9.2% | ||
年龄 | 00后 | 9 | 2.9% | 自由职业者 | 27 | 8.6% | |
90后 | 180 | 57.1% | 离退休人员 | 11 | 3.5% | ||
80后 | 71 | 22.5% | 军人 | 7 | 2.2% | ||
70后 | 49 | 15.6% | 其他 | 10 | 3.2% | ||
60后 | 4 | 1.3% | 出游频率 | 一个月一次以上 | 29 | 9.2% | |
50后 | 2 | 0.6% | 两到三个月一次 | 144 | 45.7% | ||
学历 | 初中及以下 | 14 | 4.5% | 半年左右一次 | 108 | 34.3% | |
高中/中专 | 54 | 17.1% | 一年一次 | 18 | 5.7% | ||
专科 | 104 | 33.0% | 极少出游 | 16 | 5.1% | ||
本科 | 102 | 32.4% | 最近一次旅游的在线预订次数(行为 惯性) | ||||
硕士及以上 | 41 | 13.0% | ≤1次 | 18 | 5.7% | ||
月收入 | 2500元及以下 | 56 | 17.8% | 2~3次 | 156 | 49.6% | |
2501~5000元 | 107 | 34.0% | 4~5次 | 101 | 32.1% | ||
5001~10000元 | 116 | 36.8% | 6~7次 | 20 | 6.3% | ||
10001~20000元 | 25 | 7.9% | >7次 | 20 | 6.3% | ||
20001元及以上 | 11 | 3.5% |
潜变 量 | 观测变量 | 描述性统计 | 验证性因子分析 | ||||
---|---|---|---|---|---|---|---|
均值 | Cronbach’s α系数 | 因子载荷 | T值 | 平均变异抽取 量 | 组合信度 | ||
态度 | 出游通过网络在线旅游预订是非常有趣的 | 5.18 | 0.809 | 0.728 | 13.754 | 0.588 | 0.810 |
出游通过网络在线旅游预订是非常放松的 | 5.29 | 0.722 | 13.609 | ||||
出游通过网络在线旅游预订是非常愉快的 | 5.31 | 0.845 | 16.637 | ||||
主观规范 | 我熟悉的人群基本都使用在线旅游预订 | 5.44 | 0.800 | 0.644 | 11.800 | 0.576 | 0.801 |
我的家人会支持我使用在线旅游预订 | 5.57 | 0.765 | 14.627 | ||||
我的同事认为我应该使用在线旅游预订 | 5.79 | 0.853 | 16.822 | ||||
感知行为控制 | 我有充足的时间、设备和机会使用在线预订 | 5.70 | 0.762 | 0.717 | 13.339 | 0.516 | 0.762 |
在线旅游预订对我来说没有任何操作难度 | 5.75 | 0.665 | 12.120 | ||||
我可以通过在线平台预订到我需要的产品 | 5.87 | 0.770 | 14.585 | ||||
预订意向 | 我有使用在线旅游预订的打算 | 5.79 | 0.818 | 0.812 | 15.866 | 0.610 | 0.824 |
我会尽可能使用在线旅游预订 | 5.60 | 0.755 | 14.221 | ||||
我有使用在线旅游预订的倾向 | 5.74 | 0.774 | 15.326 | ||||
风险感知 | 通过在线旅游预订会有较高的损失风险 | 3.59 | 0.757 | 0.822 | 12.985 | 0.593 | 0.806 |
涉及在线旅游预订有较大的风险问题 | 3.65 | 0.814 | 13.214 | ||||
在线旅游预订缺乏真实体验而难以买到合适的产品 | 3.87 | 0.614 | 9.383 | ||||
预订行为 | 我经常通过在线预订平台购买门票 | 5.51 | 0.798 | 0.912 | 11.536 | 0.741 | 0.895 |
我出游时会优先通过在线平台预订产品 | 5.48 | 0.877 | 16.272 | ||||
我不会优先使用在线平台购买产品 | 4.40 | 0.788 | 14.489 |
表2 描述性统计与验证性因子分析
Tab.2 Descriptive statistics and confirmatory factor analysis
潜变 量 | 观测变量 | 描述性统计 | 验证性因子分析 | ||||
---|---|---|---|---|---|---|---|
均值 | Cronbach’s α系数 | 因子载荷 | T值 | 平均变异抽取 量 | 组合信度 | ||
态度 | 出游通过网络在线旅游预订是非常有趣的 | 5.18 | 0.809 | 0.728 | 13.754 | 0.588 | 0.810 |
出游通过网络在线旅游预订是非常放松的 | 5.29 | 0.722 | 13.609 | ||||
出游通过网络在线旅游预订是非常愉快的 | 5.31 | 0.845 | 16.637 | ||||
主观规范 | 我熟悉的人群基本都使用在线旅游预订 | 5.44 | 0.800 | 0.644 | 11.800 | 0.576 | 0.801 |
我的家人会支持我使用在线旅游预订 | 5.57 | 0.765 | 14.627 | ||||
我的同事认为我应该使用在线旅游预订 | 5.79 | 0.853 | 16.822 | ||||
感知行为控制 | 我有充足的时间、设备和机会使用在线预订 | 5.70 | 0.762 | 0.717 | 13.339 | 0.516 | 0.762 |
在线旅游预订对我来说没有任何操作难度 | 5.75 | 0.665 | 12.120 | ||||
我可以通过在线平台预订到我需要的产品 | 5.87 | 0.770 | 14.585 | ||||
预订意向 | 我有使用在线旅游预订的打算 | 5.79 | 0.818 | 0.812 | 15.866 | 0.610 | 0.824 |
我会尽可能使用在线旅游预订 | 5.60 | 0.755 | 14.221 | ||||
我有使用在线旅游预订的倾向 | 5.74 | 0.774 | 15.326 | ||||
风险感知 | 通过在线旅游预订会有较高的损失风险 | 3.59 | 0.757 | 0.822 | 12.985 | 0.593 | 0.806 |
涉及在线旅游预订有较大的风险问题 | 3.65 | 0.814 | 13.214 | ||||
在线旅游预订缺乏真实体验而难以买到合适的产品 | 3.87 | 0.614 | 9.383 | ||||
预订行为 | 我经常通过在线预订平台购买门票 | 5.51 | 0.798 | 0.912 | 11.536 | 0.741 | 0.895 |
我出游时会优先通过在线平台预订产品 | 5.48 | 0.877 | 16.272 | ||||
我不会优先使用在线平台购买产品 | 4.40 | 0.788 | 14.489 |
变量 | M | SD | 态度 | 主观 规范 | 感知行 为控制 | 预订 意向 | 预订 行为 | 风险 感知 | 行为 惯性 |
---|---|---|---|---|---|---|---|---|---|
态度 | 5.261 | 1.031 | (0.767) | ||||||
主观规范 | 5.597 | 1.133 | 0.215** | (0.759) | |||||
感知行为 控制 | 5.776 | 0.943 | 0.458** | 0.430** | (0.719) | ||||
预订意向 | 5.708 | 1.014 | 0.501** | 0.452** | 0.569** | (0.781) | |||
预订行为 | 5.365 | 1.127 | 0.441** | 0.282** | 0.482** | 0.608** | (0.861) | ||
风险感知 | 3.365 | 1.191 | —0.220** | —0.371** | —0.279** | —0.265** | —0.195** | (0.770) | |
行为惯性 | 2.58 | 0.932 | 0.202** | 0.178** | 0.161** | 0.277** | 0.309** | —0.065 | (1) |
表3 各变量均值(M)、标准差(SD)、相关系数和AVE平方根
Tab.3 Mean value,standard deviation,correlation coefficient and AVE square root of each variable
变量 | M | SD | 态度 | 主观 规范 | 感知行 为控制 | 预订 意向 | 预订 行为 | 风险 感知 | 行为 惯性 |
---|---|---|---|---|---|---|---|---|---|
态度 | 5.261 | 1.031 | (0.767) | ||||||
主观规范 | 5.597 | 1.133 | 0.215** | (0.759) | |||||
感知行为 控制 | 5.776 | 0.943 | 0.458** | 0.430** | (0.719) | ||||
预订意向 | 5.708 | 1.014 | 0.501** | 0.452** | 0.569** | (0.781) | |||
预订行为 | 5.365 | 1.127 | 0.441** | 0.282** | 0.482** | 0.608** | (0.861) | ||
风险感知 | 3.365 | 1.191 | —0.220** | —0.371** | —0.279** | —0.265** | —0.195** | (0.770) | |
行为惯性 | 2.58 | 0.932 | 0.202** | 0.178** | 0.161** | 0.277** | 0.309** | —0.065 | (1) |
路径 | 路径系数(β) | S.E. | Bias-corrected 95% CI | p值 | 模型拟合指数 | |
---|---|---|---|---|---|---|
下限 | 上限 | |||||
预订态度→预订意向 | 0.259 | 0.063 | 0.073 | 0.433 | 0.008 | |
主观规范→预订意向 | 0.223 | 0.070 | 0.056 | 0.432 | 0.010 | Χ2/df=1.878 |
感知行为控制→预订意向 | 0.503 | 0.111 | 0.215 | 0.853 | 0.001 | RMSEA=0.053 |
感知行为控制→预订行为 | 0.252 | 0.132 | -0.100 | 0.585 | 0.134 | SRMR=0.063 |
预订意向→预订行为 | 0.617 | 0.123 | 0.337 | 0.974 | 0.001 | GFI=0.937 |
行为惯性→预订意向 | 0.134 | 0.045 | 0.036 | 0.229 | 0.010 | AGFI=0.907 |
行为惯性→预订行为 | 0.165 | 0.055 | 0.041 | 0.276 | 0.011 | PGFI=0.634 |
行为惯性对预订行为的总效应 | 0.248 | 0.056 | 0.143 | 0.360 | 0.001 | NFI=0.922 TLI=0.950 |
行为惯性对预订行为的直接效应 | 0.165 | 0.064 | 0.049 | 0.285 | 0.007 | |
行为惯性对预订行为的间接效应 | 0.083 | 0.049 | 0.020 | 0.193 | 0.006 | CFI=0.962 |
(行为惯性→预订意向→预订行为) |
表4 基于计划行为理论、行为惯性的游客在线预订行为路径分析
Tab.4 Path analysis of the tourist online booking behavior based on TPB and behavioral habit
路径 | 路径系数(β) | S.E. | Bias-corrected 95% CI | p值 | 模型拟合指数 | |
---|---|---|---|---|---|---|
下限 | 上限 | |||||
预订态度→预订意向 | 0.259 | 0.063 | 0.073 | 0.433 | 0.008 | |
主观规范→预订意向 | 0.223 | 0.070 | 0.056 | 0.432 | 0.010 | Χ2/df=1.878 |
感知行为控制→预订意向 | 0.503 | 0.111 | 0.215 | 0.853 | 0.001 | RMSEA=0.053 |
感知行为控制→预订行为 | 0.252 | 0.132 | -0.100 | 0.585 | 0.134 | SRMR=0.063 |
预订意向→预订行为 | 0.617 | 0.123 | 0.337 | 0.974 | 0.001 | GFI=0.937 |
行为惯性→预订意向 | 0.134 | 0.045 | 0.036 | 0.229 | 0.010 | AGFI=0.907 |
行为惯性→预订行为 | 0.165 | 0.055 | 0.041 | 0.276 | 0.011 | PGFI=0.634 |
行为惯性对预订行为的总效应 | 0.248 | 0.056 | 0.143 | 0.360 | 0.001 | NFI=0.922 TLI=0.950 |
行为惯性对预订行为的直接效应 | 0.165 | 0.064 | 0.049 | 0.285 | 0.007 | |
行为惯性对预订行为的间接效应 | 0.083 | 0.049 | 0.020 | 0.193 | 0.006 | CFI=0.962 |
(行为惯性→预订意向→预订行为) |
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