基于TRA理论的旅游电商平台的消费者行为意愿研究
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浙江省自然基金项目:市场主导制定标准的形成机制研究(Y18G030059)


Research on Consumer Behavioral Intention of Tourism E-commerce Platform Based on Theory of Reasoned Action
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    摘要:

    O2O模式拥有广泛的发展空间和巨大潜力。文章以旅游业中的在线订房服务作为代表,研究消费者线上预订行为,针对网站特性探析消费者在线订房意愿,为互联网行业发展提出实质性建议,同时也可为其他新兴产业发现更有价值的商业模式。以理性行为理论(TRA)作为基础架构,构建以信任为中介变量的关系模型,包括6个构面(感知规模、声誉、信任、态度、感知利益、在线订房意愿),并提出7条假设。通过实证研究验证了各因素之间的相互作用关系,其中6条假设成立并呈现出不同程度的影响,而感知利益与在线订房意愿之间的假设不被支持。本研究为管理者吸引消费者进行在线订房提供了有效可行的管理建议,亦为学术界在未来探索消费者信任在不同类型网站中的影响提供了理论基础。

    Abstract:

    O2O model has extensive development space and great potential. This paper studies the online booking behavior of consumers on behalf of the online booking service in the tourism industry. In view of the characteristics of the website, this paper explores consumers’ willingness to book rooms online, in order to put forward substantive suggestions for the development of the Internet industry, and also to find more valuable business models for other emerging industries. This paper uses theory of reasoned action as the infrastructure to construct a relationship model with trust as a mediator, including six factors (perceived scale, reputation, trust, attitude, perceived interest, online booking willingness), and proposes 7 assumptions. This paper verifies the interaction between various factors through empirical research. The six assumptions are true and present varying degrees of impact, but the assumption between perceived benefits and online booking intention is not supported. This study provides effective and feasible management advice for managers to attract consumers to make online reservations. It also provides a theoretical basis for the academic community to explore the impact of consumer trust on different types of websites in the future.

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张育玮,洪欢,周立军.基于TRA理论的旅游电商平台的消费者行为意愿研究[J].重庆邮电大学学报(社会科学版),2020,32(2):106-116

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  • 收稿日期:2019-10-20
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  • 在线发布日期: 2020-04-02

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