摘要
结合Howard-Sheth模式,在TAM模型的基础上构建网购意愿实证分析模型,对跨境旅游产品网购消费者开展问卷调查,采用SPSS对调查结果进行统计分析,得出影响跨境旅游产品网购意愿的因素包含感知有用性、感知易用性、产品刺激因子、符号刺激因子、社会刺激因子等,均对消费者的网购意愿产生显著性影响,进而提出以消费者感知为导向,优化跨境旅游产品;更新产品内容,提升产品内涵;加强产品的口碑营销,扩大社群效应等建议。
Based on Howard-Sheth model and TAM model,this paper constructs an empirical analysis model of online purchase intention,carries out questionnaire on online shopping consumers of cross-border tourism products,and conducts statistical analysis of the questionnaire results by SPSS.It concludes that the factors affecting online purchase intention of cross-border tourism products include perceived usefulness,perceived usability,product stimulus,symbol stimulus and social stimulus.All these factors have significant impacts on online purchase intention.And then it puts forward suggestions:with purchasers'perception oriented,cross-border tourism products are optimized;product contents are updated,product connotation is enhanced;word-of-mouth marketing is intensified;network effect is increased.
作者
马莉婷
李静
Ma Liting;Li Jing(Fujian Jiangxia University,Fuzhou 350108,China;Fuzhou Shiji Lianhua Commerce Co.,Ltd.,Fuzhou 350009,China)
出处
《福建金融管理干部学院学报》
2020年第3期24-31,共8页
Journal of Fujian Institute of Financial Administrators
基金
教育部2018年第二批产学合作协同育人项目(项目编号:201802154071)
教育部2017年第二批产学合作协同育人项目(项目编号:201702067015)
2018年省级本科教学团队(项目编号:18SJTD04)
福建江夏学院2017年校级教学团队项目(项目编号:17JXTD07)。
关键词
技术接受模型
跨境旅游产品
网购意愿
影响因素
Technology Acceptance Model
Cross\|border Tourism Products
Online Purchase Intention
Influencing Factors
