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旅游导刊, 2020, 4(3): 1-15 DOI: 10.12054/lydk.bisu.143

专题论文:理论建构探索与展望

旅游管理视角下的消费者决策行为研究现状评述与展望

孙瑾, 杨静舒

对外经济贸易大学国际商学院 北京 100029

Literature Review and Future Research Directions on Consumer Buying Decision Behavior from the Perspective of Tourism Management

SUN Jin, YANG Jingshu

Business School, University of International Business and Economics,Beijing 100029, China

收稿日期: 2020-02-20   修回日期: 2020-03-10   网络出版日期: 2020-06-30

基金资助: 国家自然科学基金“新型社会化媒体背景下消费者决策行为研究:基于专家评论、消费者口碑传播和信息可比性的视角”(项目编号:71772040)
“对外经济贸易大学杰出青年学者专项资金”(项目编号:14JQ03)

Received: 2020-02-20   Revised: 2020-03-10   Online: 2020-06-30

作者简介 About authors

孙瑾(1982—),女,山东临沂人,博士,对外经济贸易大学国际商学院教授,研究方向:服务营销、消费者行为。E-mail:sunjin@uibe.edu.cn

杨静舒(1989—),女,河北唐山人,对外经济贸易大学国际商学院博士研究生,研究方向:旅游市场营销

摘要

消费环境和消费个体的复杂性与变化性为旅游消费决策行为提供了新视角、新方法,国内外学者在对旅游消费决策行为的研究中推动了消费信息处理理论和决策理论的构建。本文首先回顾了国外消费比较决策过程理论的发展,提出了以数字平台、文化差异和可持续消费为方向的研究展望,以及线上田野实验作为研究方法的进展。国内主要体现在以营销模式变革和消费者为中心的研究上。然而,当前研究仍未充分结合旅游的IHIP属性和国内旅游消费实践的发展,发挥消费决策理论在旅游研究中的积极作用,难以用系统的理论和框架引领国际上的学术创新。因此,建议基于旅游领域的新现象完善信息处理和决策理论的框架,充分利用中国旅游的发展提升理论贡献和实践意义。

关键词: 消费信息处理和决策; 比较决策过程; 旅游消费行为

Abstract

The complexity and great change of overall conditions for consumption and individual consumers provide new perspectives and methods for researching tourist buying decision behavior. Both domestic and overseas research on tourist buying decision behavior has given rise to the theories of consumer information processing and of decision-making. This paper first reviews the evolution of overseas comparative consumer decision-making theory; proposes three research prospects represented by digital platforms, cultural differences, and sustainable consumption; and describes the progress of online field experiments as a research method. In domestic tourism research, the focus is primarily on the transformation of marketing modes and consumer orientation. However, inadequate attention has been paid to the IHIP attributes of tourism and the development of domestic tourism consumption. The theory of consumer decision-making does not play an active role in tourism research. It is obviously difficult to apply systematic theories and framework to making world-class academic innovation. Therefore, the paper proposes to improve the framework of information processing and decision-making theory, given new phenomena in tourism. It aims at using the development of Chinese tourism to make better theoretical and practical contributions to tourism research.

Keywords: consumer information processing and decision-making; comparative decision-making process; tourism consumer behavior

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本文引用格式

孙瑾, 杨静舒. 旅游管理视角下的消费者决策行为研究现状评述与展望[J]. 旅游导刊, 2020, 4(3): 1-15 DOI:10.12054/lydk.bisu.143

SUN Jin, YANG Jingshu. Literature Review and Future Research Directions on Consumer Buying Decision Behavior from the Perspective of Tourism Management[J]. Tourism and Hospitality Prospects, 2020, 4(3): 1-15 DOI:10.12054/lydk.bisu.143

一、消费决策行为研究面临的新形势

消费者决策行为环境并不单指客观的信息环境,而是个体价值观和目标效用约束下的决策信息环境(郭亚军、张红芳,2002)。随着经济和互联网的发展,消费者个体的价值观日趋系统化和多样化,呈现出更具活力的、后现代的旅游体验追求(Uriely,2005),对旅游决策行为的研究也从商业驱动的“结果”研究转向以本体论为基础的“过程”模型研究,旨在保留和激发旅游个体的自发性和自由性,通过顺应本体而非抑制的途径,减少旅游的负面影响,推动未来可持续发展 (Smallman & Moore,2010)。国内也有学者认为旅游的特点在于摆脱体制约束市场作用下的“需求主导”,将人性、文化与商业实践融合,从而构成未来发展的基础(魏小安,2019)。对旅游消费者决策行为的研究,立足于个体、文化和营销,以心理学和行为学为核心,将经济学、社会学、管理学等多学科汇集,不仅能够解释旅游业快速发展中的复杂消费现象,更能提升预测能力,为旅游业营销提供管理启示。

国内在旅游消费行为决策的研究中面临着情境与理论基础不兼容的问题。Ryan(2014)曾对旅游领域的亚洲研究潮流提出过质疑,他认为这仅是美国的经验、思想的一个分支,中国的传统文化、社会经济特征并没有在既有研究成果中展现。本土研究或忽略非惯常环境,直接借鉴国外研究成果,或过于强调情境的特殊性,未将旅游现象背后的规律提炼至理论高度(王永贵、李霞,2019)。研究者对消费者行为的诸多基础理论没有系统地区分,而是将决策概念化为“简单”的输入输出模型(Smallman & Moore,2010),弱化了情境塑造和具体情境因素的影响。另外,未系统运用心理学中关于消费者信息处理及决策的理论,现有理论未充分与我国旅游发展实践结合,导致理论基础薄弱。相比于一般有形产品,具有IHIP特性(Intangibility,Heterogeneity,Inseparability,Perishability)的旅游产品和服务更加受到文化、制度、经济等方面的影响,如果研究者忽视这些情境因素,揭示自变量和因变量之间的关系路径将变得片面单一,对旅游消费决策行为研究的视角也会受限。

网络技术的发展为旅游消费决策问题的解决提供了机遇。信息系统从简单的收集、处理、存储和传播组件协同,发展到整个行业内的动态的、可互操作的“信息结构”(info-structure)(Turban & Aronson,2001;Laudon & Laudon,2007;Buhalis & Law,2008),技术创新将旅游服务生态系统中的所有利益相关者聚集在一起(Buhalis,2019),研究者也可以系统地对旅游服务生态中的各个环节进行网络追踪。2005年至2015年,以博客和其他社交媒体为代表的Web2.0时代,促进了所有用户间的互动,并增强了多对多的交流(Buhalis & Law,2008),依托消费者积极的信息分享和交流行为,服务业的IHIP特性变得进一步可追踪、可衡量,这极大地提升了研究的可操作性。

二、国内外旅游消费者决策行为研究的发展

1. 消费比较决策过程的理论发展

心理学领域针对消费者信息处理过程的理论十分丰富。20世纪中期,认知心理学日益兴起,研究者们以信息加工理论为依据,探究消费者的决策过程。随着消费者信息处理理论的发展,消费比较决策过程(comparative decision-making process)的理论体系也不断完善。在信息处理过程中,确定物品相似性的过程是消费者多种心理过程的核心(Markman & Gentner,1993),这种相似性比较指消费者对对象本身、属性、对象之间的关系和关系之间的关系进行结构性处理的过程。如在比较自驾和飞机这两种旅游交通方式时,消费者会对性质、成本、风险、舒适度和灵活度等属性进行比较,并衡量属性之间的关系(自驾时间成本高但灵活度强,飞机时间成本低但灵活度弱),最后衍生为整体旅游过程愉悦感的对比。但是,Tversky(1977)提出的相似性对比模型(contrast model)并没有提供一个有效和完整的机制来解释当消费者面临的两个选择具有可比较属性时的决策过程(孙瑾,2010)。因此,有学者提出结构匹配模型(structural alignment model),旨在从对比属性类别的视角对消费者认知心理机制加以系统解释(Kivetz & Simonson,2000;Zhang & Markman,2001)。当消费者面临的两种选择有所差异时,不同点分为可比属性(alignable attributes)和不可比属性(nonalignable attributes),如自驾和飞机消耗的时间是可比属性,但是自驾能在陆路随时停车是飞机不具有的不可比属性。自Markman和Medin(1995)证实了可比属性在个体决策过程中起的重要作用,该理论在营销领域被广泛应用。Zhang和Markman(1998)首先将可比差异与不可比差异应用于品牌赶超策略中,Zhang和Fitzsimons(1999)指出可通过可比属性差异来实现决策过程满意度提升。

21世纪后期,情境因素对消费者比较决策过程的影响日益受到关注,主要集中在产品和购买行为方面。Shapiro和Spence(2002)针对产品的感官主导类型,发现提供对比标准有助于消费者选择品牌时感官属性的编码、检索和对齐。如购买音响时,提供一个评级参考会有助于消费者评价产品质量。Trope和Liberman(2000),Malkoc、Zauberman和Ulu(2005)将决策时间确定为重要的调节变量,他们发现距决策结果出现时间越远,人们越关注不可比属性的差异。Sun、Keh和Lee(2012)发现不确定性在消费者比较决策过程中起中介作用,即与评估任务相关的不确定性越大,消费者越有可能依赖于不可比属性,而消费者的约束取向可以起到调节作用(Sun,Keh & Lee,2019)。个体差异方面,已有研究发现购买卷入程度(Zhang & Markman,2001)、认知闭合需要(Zhang,Kardes & Cronley,2002)、消费者专业知识(Nam,Wang & Lee,2012)和调节定向(Sun,Keh & Lee,2019)对可比属性到不可比属性的转换过程有调节作用,即低动机、低专业知识和防御定向的消费者会更侧重可比属性,而高动机、专业化和促进定向会更倾向不可比属性。

Markman、Blok和Dennis等(2005)指出,消费者的文化和个人差异是不能被忽略的研究范畴,但是专注于差异却会掩盖其决策过程,因而动机系统运作机制的普遍性使决策研究必须关注背后的机制。

2. 基于数字平台的消费者决策行为的研究

在国际层面,研究者比较关注新的消费现象衍生的新话题。通过参阅《旅游管理》(Tourism Management)和《旅游研究年鉴》(Annals of Tourism Research)等国际顶级期刊,本文梳理出与消费者决策行为有关的新兴热门研究主题为数字平台、文化差异和可持续发展。

猫途鹰(TripAdvisor)、携程旅行网等一系列旅游平台的发展壮大,使得众多研究者将社交媒体和数字平台作为研究对象,或将其作为研究消费者行为决策的主要数据来源。电子商务技术解决了消费者行为决策过程花费时间较长的问题(Lu A C C,Gursoy & Lu C Y R,2016),其便捷性和瞬时性能够使研究者更准确地了解消费者行为动态,降低研究难度,如丰富的网络评论与互动可以影响并展示消费者不同阶段的决策行为和过程(意识、考虑等)(Goldenberg,Libai & Muller,2001;Vermeulen & Seegers,2009),减弱旅游服务的IHIP特性。

在线评论内容本质上是消费者处理信息的心理过程的载体,因此许多学者借助评论和互动内容,去挖掘更深层次的消费者心理。根据评论者身份的差异,Keh和Sun(2018)发现线上同行评论与专家评论之所以对消费者体验与信任服务评价的影响不同,是由消费者对服务评价的信心所导致,并被信息聚合调节。Akhtar、Sun和Akhtar等(2019)通过酒店评论分析了导致消费者行为的态度矛盾和心理不适的过程。通过将评论中的触觉描述量化,发现感官线索与酒店预订意愿的关系,为服务行业的感官营销提供了新思路(Lv,Li & Xia,2020)。此外,在积极的社交媒体互动中,消费者的偏好和背后的机制也日益清晰。人性化的语调带来的平常感能够激发消费者启发式的信息处理行为,产生更积极的品牌态度(Barcelos,Dantas & Sénécal,2019),而Tan、Lv和Liu等(2018)结合助推理论,研究了消费者对旅游产品的偏好。

在数字平台中,用户从价值链中消费者的角色转变为价值共创的参与者,评论成为新型生产关系的产物。已经有学者从价值共创的角度考察社交媒体在旅游中承担的新角色。Dolan、Seo和Kemper(2019)依据服务主导逻辑(service-dominant logic)和社会实践理论(theory of social practice),发现研究社交媒体上的抱怨评论可以帮助服务提供商进行价值创造。在评论质量控制方面,学者提出身份公开是降低极端评论的影响因素之一(Liu,Law & Xu,2019)。Xu、Li和Law等(2020)侧重于研究如何更高效地塑造旅游消费者的社交媒体价值创造行为。

虚拟现实(VR)技术和增强现实(AR)技术极大地提升了沉浸感和临场感体验(Loureiro,Guerreiro & Ali,2020)。VR技术可以成为消费者信息处理的一个辅助工具,将消费者内在的心理活动引导至营销者期望的方向。Bogicevic、Seo和Kandampully等(2019)在对比了图片、全景旅游和VR技术对游客入住酒店综合体验影像后发现,VR技术能更大程度地细化体验者的心理意象,增强其临场感,从而转化为增强的品牌体验。Loureiro、Guerreiro和Ali(2020)运用引文网络分析和文本挖掘技术,对旅游领域涉及VR和AR技术的研究进行了统计,认为未来的研究需要开发更加适应技术接受模式(technology acceptance model)和刺激—机体—响应模型(stimulus-organism-response,SOR)的机制,构建针对VR和AR技术的新的研究框架。

3. 关于文化差异的消费者行为决策研究

文化差异影响消费者的偏好选择和信息评估,并且有传导性。偏好民族文化的消费者,倾向使用渠道类、大众媒体的信息源(Money & Crotts,2003)。和谐感知能够影响旅行活动中的团体偏好和消费决策(Hsu & Huang,2016),Cai、Cohen和Tribe(2019)发现和谐文化对我国背包客在问题关系的维护和冲突协调方面有积极影响。Aliperti和Cruz(2019)以心理学、消费者行为和决策理论为基础,对比了中美游客的风险信息寻求和处理差异。文化差异也存在可比与不可比属性的区分(Sun,Keh & Lee,2019),如倾向理解事件全貌和抽象概念的中国人往往关注自驾即时停车的灵活性对整体旅游过程愉悦感的影响,而倾向严格规则和逻辑推理的美国人会重点考虑具体的停车位置,停车后的休闲活动,忽略停车对整个旅行体验的影响。

文化差异也会被传递到旅游资源吸引物中,衍生出独特的消费情境。Lau 和Li(2019)以中国香港为研究对象,从地方理论出发探索游客对城市美食节庆的地方感知。在《旅游管理》中,Wu、Zhang和Qiu(2017)对比了作为重要利益相关者之一的游客对古村落旅游的封闭式和开放式门票收费模式的行为反应,发现开放式收费更方便游客进入古镇、古村落,吸引投资商加入,增加与居民的合作。

4. 可持续旅游视角的消费者行为决策研究

Weaver、Becken和Ding等(2015)指出,中国处于大众旅游的过渡时期,社会和环境不断变化,因此如何促进可持续发展成为旅游业需要研究的问题。随着中国旅游消费正在不断转型和升级,游客也正处于心理转型的时期,而这种转型具有重要的矫正价值。已有学者强调旅游需求方在推动可持续发展方面的作用,如Xu、Liu和Qian等(2017)主张关注游客行为,提出要确保旅游者转向适当的旅游价值观,享受健康的旅游体验。

当前,对旅游可持续性消费的研究主要从人类福祉(well-being)、情感和技术进步的视角出发。人类福祉视角主要包括贫困、医疗、亲社会行为、转基因生物等社会问题。将旅游的享乐主义本质与人的生活质量(quality of life)结合,可减少可持续发展进程中的挑战和阻碍。旅游体验和旅游活动对旅游者的总体生活满意度与居民幸福感都有显著影响,而且这种影响覆盖家庭、社会、休闲和文化生活等各个方面(Uysal,Sirgy & Woo,et al.,2016)。情感也是可持续性消费的心理驱动之一,Wang和Lyu(2019)发现敬畏情感在旅游研究中的空缺,通过现场调查和实验研究,发现敬畏与环境负责任行为之间的因果联系。共享经济和技术进步则为可持续发展提供了客观支持。Farmaki和Stergiou(2019)关注了以Airbnb为代表的点对点住宿网络,认为可以通过主客之间的社会互动来缓解孤独感,从而提升社会幸福感。Tussyadiah和Miller(2019)则研究了拟人化机器人作为行为干预的手段,通过眼睛效应(watching eye effect)来实现亲环境行为。

5. 线上田野实验

以往研究通常使用实验室模拟情境,但已有学者采用线上田野实验的方法,增加情境的真实性。田野实验与营销学结合较晚,21世纪初,Iyengar和Lepper(2000)在田野实验和情境实验中观察消费者购买商品数量情况。田野实验的结果虽然更加直观真实,但是在消费者决策行为研究中却存在难以捕捉消费者心理过程的问题,导致田野实验方法难以被推广和应用。旅游体验的一个关键特征是旅游消费者的直接参与(Bogicevic,Seo & Kandampully,et al.,2019),并且许多行为通过社交网络传播(Centola,2010),虽然使用在线实验室可以进行随机分配实验,但要捕捉研究中社交互动的情境,则需要进行田野设计(Parigi,Santana & Cook,2017)。田野实验能够对自变量采用真实的刺激方法,参加者在未意识到处于实验测试的环境中时能够展示真实的消费行为,提升外部效度。基于消费者行为的田野实验有3种操作方式:用先前建立的理论/框架,观察其适用于“真实”生活的程度;田野实验后再进行实验室实验,以了解达成最终效果的过程是有效的;将几个理论相互对立,并观察每个理论的相对影响,从而对给定领域内的行为提供更完整的描述(Gneezy,2017)。借助于互联网,Parigi、Santana和Cook(2017)提出了在线田野实验的方法,通过与在线平台的合作、招募与在线兴趣社区有关的参与者,以及保留参与者来检验具有“研究复杂性”理论中得出的假设,从而关注社会互动以及影响这些互动的性质和结构的因素。Ngwe、Ferreira和Teixeira(2019)为了证实设置折扣商品定位障碍可以提高在线零售商的利润率和转化率,实施了两个在线田野实验。黄燕(2017)在评价模式对消费者网上酒店预订决策行为的影响研究中,采用情境实验法形成实验量表问卷初稿,再通过田野调查测试法,完善问卷和实验量表。一个理论中变量和关系间重要的改变通常由出人意料的结果激发(Whetten,1989),观察结果和寻常理念的不一致可能为推动理论发展提供新契机。

6. 国内旅游消费者决策行为研究的发展

互联网时代下的中国消费者,在消费者决策行为研究领域成为富有更高研究价值的对象,而信息处理及决策理论,也为开展更深入的研究提供了支持。有限理性的消费者在多属性网络购物环境中存在考虑集与选择集,能动态地反映出消费者认知活动和信息处理的过程(卢艳峰、范晓屏、孙佳琦,2016)。吕兴洋、宋慧林和金媛媛(2017)检验了信息过载情境下引致形象发生的结构性变化对旅游者目的地选择决策的影响,通过长尾形象信息的选择性记忆深化旅游者目的地选择决策理论,指导目的地营销工作的开展。一些西方的消费者信息处理及决策理论的适用性在中国被证实,并在解释互联网引起的快速变化环境下的复杂问题中起到积极作用。吕兴洋、谭慧敏和李惠璠(2017)发现,法国学者Kapférer和Laurent提出的品牌敏感理论在中国酒店在线旅行销售蓬勃发展变化的环境中已经难以用传统的线下理论去解释,面对“价格—品牌”转向“信息—品牌”的发展趋势,引入了消费者信息处理理论,从信息量、感官类型和是否过载等方面,为非品牌酒店走出“高渠道费用与低销售价格”的传统渠道营销困境提出新思路。

旅游消费者决策行为研究的另一方面在于对旅游者本体的关怀和侧重。消费信息决策超越了单一的以消费结果为成果的研究导向,将研究成果拓展至消费者的体验和情绪,不只考虑“是否能达成交易”,更兼顾消费者能否在交易过程中保持积极状态的过程。推动以消费者为导向的研究,顺应旅游发展中“以人为本”和满足个性化、多样化需求和体验的大趋势,意义不仅在于推动旅游经济,更是帮助旅游业实现其享乐主义的本质,使旅游业实现可持续发展。在信息数据浪潮下,信息过载现象成为国内学者的研究对象。卢艳峰、范晓屏和孙佳琦(2016)关注了网络购物中信息负载对决策自信和满意度的影响。胡家镜和张梦(2014)针对互联网旅游信息量级积累的问题,在信息过载理论和认知需求理论的基础上,发现游客决策规避行为中存在商品选择数量的临界值,以及选择数量与满意度在实际购买者和决策规避者不同情境下的关系,从而为信息时代旅游供应商和旅游者关系的平衡提供十分重要的管理启示。

在消费对比决策理论的应用和拓展方面,已有学者着眼于提升旅游产品和服务不同属性的吸引力。孙瑾和王永贵(2016)将性别变量引入对比决策信息处理过程,指出女性更倾向于采用抽象的加工方式,进行比较全面的考虑,因而不可比属性对她们更具有吸引力。研究也发现,购买自信水平会调节不同性别的消费者对匹配属性和非匹配属性的关注程度:在购买自信水平较高的情况下,男性和女性会关注不同的属性;相反,如果购买自信水平较低,属性之间的关注差异则不明显。此外,互联网的兴起使消费者难以对企业的差异化信息进行权衡取舍,基于结构一致性模型,可比属性和不可比属性在不同程度的专业化水平和购买重要性下对消费者的吸引力有所差异(孙瑾,2010)。购买决策重要性程度较低或者专业化水平较低时,较为容易处理的可比属性对消费者的吸引力较高,因为消费者信息处理的动机和信息加工能力有限;相反,购买决策重要性程度或者专业化水平较高时,不可比属性吸引力较高。

综上发现,消费者决策行为在国内研究与国际知识体之间存在相互交换的过程。这种交换过程能够产生情境化理论建构方法,不仅是将国际知识体在国内应用中发现情境差别,更是将以中国情境中的新问题、新现象为基础所建的新理论直接与国际理论进行对比、交流、融合(秦宇、李彬、郭为,2014),这对于旅游消费决策行为的研究是一个良好的开端。但研究者也应该意识到,国内营销实践和国际认知心理学知识体之间的交流程度和广度还有待提升,情境化建构并未充分转化为丰富的理论成果。

三、未来旅游消费者决策行为研究主题展望

结合Smallman和Moore(2010)对旅游决策过程范式的综述,本文针对旅游消费者决策行为研究提出以下4个主题。

1. 旅游消费者决策行为的信息交流差异

数字平台已经基本实现消费者与消费者、服务商与消费者之间的信息交流需求,但具体的沟通形式需要研究者和从业者仔细地描述与分析。数字平台有免费与有偿、手机端与电脑端、功能型和享乐型等多种形式,可在每种形式下,结合国际已有理论和研究成果,了解消费者决定何时、何地、如何以及为什么分享有关品牌的信息或观点。研究者在分析这种信息交流差异时可以与文化、社会要素相结合,将消费者统一的信息行为拓展到特定文化和社会背景中进行研究。

2. 旅游消费对比决策的情感体验

认知结构方法和微观经济学在旅游决策过程领域都没有正确地解释情感和体验在旅游业中的作用(Smallman & Moore,2010)。从基本意义上讲,旅游消费决策过程承载的情感意义更多,富有情感的消费决策过程不仅导致有价值的决策行为,更能够使整个旅游体验轻松和有趣。旅游消费决策具有丰富的社会意义,人们通过旅游向他人传递自己的身份、意愿以及他们所重视的价值。消费者放弃某种选择,可能并不是出自产品和服务本身的原因,而是决策过程缺少激发消费者情感的要素,这其中又涉及丰富的文化和社会背景,都是值得关注的话题。

3. 高度个人化的决策模型

旅游决策过程研究将决策本体作为一个过程,被认为具有高度的个人主义特色,不适用于宏大理论的建构。基于此问题,Smallman和Moore(2010)建议将现有理论作为一种启蒙而非定律,去发展关于游客决策的批判理论,如有时游客做出决策不一定要用什么信息。这值得在旅游个体的消费决策过程中进行反思:数字平台的信息共享和价值共创,在本质上提升了信息处理的效率,还是舍弃了基本的产品和服务属性,简化了一般认知流程?通过人工智能等技术,在消费者不需要对产品和服务加以认知的条件下,能否实现购买和消费行为?

4. 突发或重大事件导致的决策过程转变

以往对旅游消费者决策行为的研究主要受事件主导,从宏观消费需求方面切入,如旅游消费政策、突发公共事件等。但是在向过程导向转化的过程中,也不应该忽视重大事件与过程两者的相互作用。消费对比决策理论通常建立在选择多样、竞争状态和自由购买的理想假设中。当面临选择受限、卖家垄断和强制消费的情境,旅游消费决策过程是否有重大改变,以及转变过程中各个要素与权重的变化,都可以在突发和重大事件中加以深入分析。

总之,研究我国的旅游消费决策行为在根本上是从中国文化、经济、科技等新现象中发现以往未曾发现或关注的内容。消费决策行为的理论源自西方,国别并不是构建理论的依据,但国家层面下的文化和个体差异需要基于新的事实才能被观察,中国的旅游消费现象无疑为理论研究提供了极好的事实。关注中国旅游消费者决策行为要服务当下,对多种复杂的新现象进行深入理解,将国内情境与世界对接,挖掘出具有普遍性和规律性的理论,构建丰富的新理论和新知识。

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Abstract

This paper identifies four noteworthy conceptual developments in the study of the tourist experience: a turn from differentiation to de-differentiation of everyday life and touristic experiences; a shift from generalizing to pluralizing conceptualizations; a transformed focus from the toured objects to the tourist subjective negotiation of meanings; and a movement from contradictory and decisive statements to relative and complementary interpretations. Thus, it is suggested that contemporary conceptualizations of this subject correspond to the so-called “postmodernist” theorizing in the social sciences. This turn in the literature is evaluated while addressing past and future research.

Résumé

L’expérience touristique: développements conceptuels. Cet article identifie quatre développements conceptuels notables dans les recherches au sujet de l’expérience touristique: une réorientation de la différentiation à la dédifférentiation entre la vie quotidienne et les expériences touristiques, un changement des conceptualisations pluralisantes à celles qui sont généralisantes, une priorité transformée des objets visités à la négotiation subjective des significations de la part du touriste et un mouvement qui s’éloigne des énonciations décisives et contradictoires et se tourne vers des interprétations relatives et complémentaires. On suggére ainsi que les conceptualisations contemporaines de ce sujet correspondent à l’élaboration des soi-disant théories “postmodernistes” des sciences sociales. On évalue cette tournure dans la littérature tout en considérant les recherches du passé et de l’avenir.

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Abstract

Many consumers consult online reviews before making (online) travel arrangements. Yet, little is known about the impact of these reviews on consumer decision making. This research applies consideration set theory to model the impact of online hotel reviews on consumer choice. An experimental study (N = 168) that includes review valence (positive vs. negative reviews), hotel familiarity (well-known vs. lesser-known hotels), and reviewer expertise (expert vs. non-expert reviewers) as independent factors shows that on average, exposure to online reviews enhances hotel consideration in consumers. This is because positive as well as negative reviews increase consumer awareness of hotels, whereas positive reviews, in addition, improve attitudes toward hotels. These effects are stronger for lesser-known hotels. Reviewer expertise has only a minor – positive – influence on review impact.

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过量的产品选择会诱发决策过程的负面情绪体验,导致选择过载效应,这一现象日益引起学术界的关注。研究以携程旅行网在线旅游产品为例,通过两个情境模拟实验,探讨旅游产品选择过载效应,分析不同数量选择集内消费者决策规避行为和决策满意度的差异,并进一步考察消费者认知需求水平对选择过载效应的调节作用。研究发现:(1)旅游产品选择数量存在过载临界值。旅游者的决策规避行为随旅游产品选择数量呈U形变化,决策满意度则随旅游产品选择数量呈倒U形变化。(2)不同决策行为旅游者的决策满意度在不同选择集内存在显著差异。(3)认知需求会改变过载临界值,并调节不同选择集内旅游者的决策满意度。

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