Tourism and Hospitality Prospects ›› 2020, Vol. 4 ›› Issue (1): 79-94.DOI: 10.12054/lydk.bisu.131
• Research Paper • Previous Articles
Lu WANG(), Xiangmin ZHENG, Yongquan LI
Received:
2018-03-08
Revised:
2019-12-09
Online:
2020-01-30
Published:
2020-03-30
作者简介:
王 璐(1993— ),女,山西临汾人,华侨大学旅游学院博士研究生,研究方向:民宿顾客住宿行为与体验研究。E-mail:基金资助:
CLC Number:
Lu WANG, Xiangmin ZHENG, Yongquan LI. The Influence of Online Reviews on the Accommodation Intention of Homestay Customers: The Mediating Role of Trust[J]. Tourism and Hospitality Prospects, 2020, 4(1): 79-94.
王璐, 郑向敏, 李勇泉. 网络点评对民宿顾客住宿意愿的影响信任的中介作用探讨[J]. 旅游导刊, 2020, 4(1): 79-94.
构 念 | 分 层 | 题项 | 因子 载荷 | Cronbachs α系数 | CR | AVE |
---|---|---|---|---|---|---|
网 络 点 评 | 点评 质量 | 我阅读过的多数网络点评能支持相关观点 | 0.623 | 0.800 | 0.796 | 0.441 |
我阅读过的多数网络点评是比较客观的 | 0.663 | |||||
我在预订平台所阅读的多数网络点评是关于民宿的点评 | 0.594 | |||||
我阅读过的多数网络点评是合理的 | 0.749 | |||||
我阅读过的多数网络点评都介绍了一些民宿特点 | 0.679 | |||||
点评 数量 | 民宿预订平台上的网络点评数量很多 | 0.704 | 0.687 | 0.691 | 0.528 | |
我在民宿预订平台上所阅读的网络点评信息有效的比较多 | 0.748 | |||||
点评 方向 | 我阅读的网络点评一般都正面评价民宿 | 0.783 | 0.751 | 0.751 | 0.602 | |
我阅读的网络点评一般会向顾客推荐民宿 | 0.768 | |||||
信 任 | 对网 络平 台的 信任 | 民宿预订平台是值得信任的 | 0.774 | 0.883 | 0.876 | 0.601 |
民宿预订平台给我一种信守承诺的印象 | 0.816 | |||||
我感觉民宿预订平台能使我的住宿预订利益最大化 | 0.726 | |||||
我认为民宿预订平台会信守对我预订的承诺 | 0.814 | |||||
我认为民宿预订平台努力以诚信的形象为大家所知 | 0.742 | |||||
对民 宿主 人的 信任 | 我认为民宿主人是诚实的 | 0.863 | 0.939 | 0.934 | 0.739 | |
我认为民宿主人是关心他的客人的 | 0.888 | |||||
我认为民宿主人能够提供符合我要求的服务 | 0.821 | |||||
我认为民宿主人是值得信赖的 | 0.862 | |||||
我认为民宿主人为人很可靠 | 0.864 | |||||
住宿 意愿 | 每次旅行我都有想住民宿的意愿 | 0.869 | 0.916 | 0.917 | 0.787 | |
最近的这次旅行我计划住在民宿 | 0.857 | |||||
每次旅行我会尽量选择住在民宿 | 0.933 |
Tab. 1 Results of confirmatory factor analysis
构 念 | 分 层 | 题项 | 因子 载荷 | Cronbachs α系数 | CR | AVE |
---|---|---|---|---|---|---|
网 络 点 评 | 点评 质量 | 我阅读过的多数网络点评能支持相关观点 | 0.623 | 0.800 | 0.796 | 0.441 |
我阅读过的多数网络点评是比较客观的 | 0.663 | |||||
我在预订平台所阅读的多数网络点评是关于民宿的点评 | 0.594 | |||||
我阅读过的多数网络点评是合理的 | 0.749 | |||||
我阅读过的多数网络点评都介绍了一些民宿特点 | 0.679 | |||||
点评 数量 | 民宿预订平台上的网络点评数量很多 | 0.704 | 0.687 | 0.691 | 0.528 | |
我在民宿预订平台上所阅读的网络点评信息有效的比较多 | 0.748 | |||||
点评 方向 | 我阅读的网络点评一般都正面评价民宿 | 0.783 | 0.751 | 0.751 | 0.602 | |
我阅读的网络点评一般会向顾客推荐民宿 | 0.768 | |||||
信 任 | 对网 络平 台的 信任 | 民宿预订平台是值得信任的 | 0.774 | 0.883 | 0.876 | 0.601 |
民宿预订平台给我一种信守承诺的印象 | 0.816 | |||||
我感觉民宿预订平台能使我的住宿预订利益最大化 | 0.726 | |||||
我认为民宿预订平台会信守对我预订的承诺 | 0.814 | |||||
我认为民宿预订平台努力以诚信的形象为大家所知 | 0.742 | |||||
对民 宿主 人的 信任 | 我认为民宿主人是诚实的 | 0.863 | 0.939 | 0.934 | 0.739 | |
我认为民宿主人是关心他的客人的 | 0.888 | |||||
我认为民宿主人能够提供符合我要求的服务 | 0.821 | |||||
我认为民宿主人是值得信赖的 | 0.862 | |||||
我认为民宿主人为人很可靠 | 0.864 | |||||
住宿 意愿 | 每次旅行我都有想住民宿的意愿 | 0.869 | 0.916 | 0.917 | 0.787 | |
最近的这次旅行我计划住在民宿 | 0.857 | |||||
每次旅行我会尽量选择住在民宿 | 0.933 |
网络点评 | 对网络平台的信任 | 对民宿主人的信任 | 住宿意愿 | |
---|---|---|---|---|
网络点评 | 0.704 | |||
对网络平台的信任 | 0.619** | 0.775 | ||
对民宿主人的信任 | 0.511** | 0.704** | 0.860 | |
住宿意愿 | 0.424** | 0.399** | 0.486** | 0.887 |
Tab. 2 Results of validity test and latent variable correlation coefficient matrix
网络点评 | 对网络平台的信任 | 对民宿主人的信任 | 住宿意愿 | |
---|---|---|---|---|
网络点评 | 0.704 | |||
对网络平台的信任 | 0.619** | 0.775 | ||
对民宿主人的信任 | 0.511** | 0.704** | 0.860 | |
住宿意愿 | 0.424** | 0.399** | 0.486** | 0.887 |
模型 | x②/df | RMSEA | GFI | AGFI | NFI | RFI | IFI | TLI | CFI | PGFI | PNFI |
---|---|---|---|---|---|---|---|---|---|---|---|
理想值 | <3.00 | <0.05 | >0.90 | >0.90 | >0.90 | >0.90 | >0.90 | >0.90 | >0.90 | >0.50 | >0.50 |
实际值 | 1.463 | 0.035 | 0.936 | 0.917 | 0.949 | 0.940 | 0.983 | 0.980 | 0.983 | 0.725 | 0.805 |
结果 | 符合 | 符合 | 符合 | 符合 | 符合 | 符合 | 符合 | 符合 | 符合 | 符合 | 符合 |
Tab. 3 Results of model fitting index
模型 | x②/df | RMSEA | GFI | AGFI | NFI | RFI | IFI | TLI | CFI | PGFI | PNFI |
---|---|---|---|---|---|---|---|---|---|---|---|
理想值 | <3.00 | <0.05 | >0.90 | >0.90 | >0.90 | >0.90 | >0.90 | >0.90 | >0.90 | >0.50 | >0.50 |
实际值 | 1.463 | 0.035 | 0.936 | 0.917 | 0.949 | 0.940 | 0.983 | 0.980 | 0.983 | 0.725 | 0.805 |
结果 | 符合 | 符合 | 符合 | 符合 | 符合 | 符合 | 符合 | 符合 | 符合 | 符合 | 符合 |
效应 | 路径 | 中介效果值 | 95%置信区间 |
---|---|---|---|
间接效应 | 网络点评→对网络平台的信任→住宿意愿 | 0.122 | (0.108,0.928) |
网络点评→对民宿主人的信任→住宿意愿 | 0 | (0.010,0.093) | |
网络点评→对网络平台的信任→对民宿主人的信任→住宿意愿 | 0.268 | (0.084,0.213) | |
直接效应 | 网络点评→住宿意愿 | 0.316 | (0.233,0.624) |
总效应 | 网络点评→住宿意愿 | 0.471 | (0.591,0.915) |
Tab.4 Results of mediating effect test
效应 | 路径 | 中介效果值 | 95%置信区间 |
---|---|---|---|
间接效应 | 网络点评→对网络平台的信任→住宿意愿 | 0.122 | (0.108,0.928) |
网络点评→对民宿主人的信任→住宿意愿 | 0 | (0.010,0.093) | |
网络点评→对网络平台的信任→对民宿主人的信任→住宿意愿 | 0.268 | (0.084,0.213) | |
直接效应 | 网络点评→住宿意愿 | 0.316 | (0.233,0.624) |
总效应 | 网络点评→住宿意愿 | 0.471 | (0.591,0.915) |
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