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基于MOA理论的邮轮旅游者消费决策研究 被引量:16

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摘要 论文依据MOA理论,通过构建旅游者消费决策模型,探讨动机、机会和能力在邮轮旅游者消费决策形成中的影响。通过对邮轮旅游者在线问卷调查获取数据,运用AMOS软件进行结构方程分析,验证研究假设。结果表明,动机、机会和能力对邮轮旅游者消费决策具有积极影响。
出处 《消费经济》 CSSCI 北大核心 2013年第3期65-70,共6页 Consumer Economics
基金 教育部人文社科基金规划项目(12YJA790163)
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