探索影响千一代游客eWOM行为因素:BRT理论的镜头
Zibin Song1, Yingying Ren1, Jie Li1
1College of International Tourism and Public Administration, Hainan University, Haikou 570228, China.
Behavioral sciences (Basel, Switzerland)
|November 27, 2024
概括
行为推理理论通过检查个人价值观,态度和理由来解释千一代游客的电子口碑 (eWOM). 全球态度调解影响,性别影响行为,为目的地经理提供见解.
科学领域:
- 旅游管理 旅游管理
- 消费者行为 消费者行为
- 营销心理学 营销心理学
背景情况:
- 了解千一代游客的电子口碑 (eWOM) 对目的地营销至关重要.
- 现有的研究往往忽视了在这个人口群体中影响eWOM的特定心理因素.
- 行为推理理论 (BRT) 为探索这些影响提供了一个框架.
研究的目的:
- 调查影响千一代旅游者使用BRT现有和未来eWOM行为因素.
- 确定个人价值观,理由和态度在塑造旅游eWOM中的作用.
- 开发和验证一个规模的理由和反对千一代旅游 eWOM.
主要方法:
- 一种混合方法的方法,结合了对千一代中国游客的定性访谈 (n=25) 和定量调查 (n=572).
- 使用SmartPLS 3.0进行结构方程建模,以验证BRT模型.
- 调解和调节效应的探索性分析.
主要成果:
- 个人价值观,理由和态度显著影响千一代游客的eWOM,其中一些直接影响是由全球态度介导的.
- 研究人员发现,性别调节了反对eWOM的原因和现有行为之间的关系,以及对eWOM和未来行为的原因.
- 该研究成功开发并验证了在BRT框架内测量旅游eWOM的支持和反对原因的比例表.
结论:
- 全球态度在原因和eWOM行为之间的关系中发挥着重要的调解作用.
- 性别作为一个调节者,影响为/反对eWOM的理由如何影响行为.
- 经过验证的eWOM理由尺度为目的地经理提供了一个实用的工具,以了解和管理游客反.
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