摘要
越来越多的旅游者通过定制平台在线定制旅游产品,但是在总的定制旅游市场中在线定制份额仍然不足,为探究其原因,本文以感知风险为中介变量,研究在线定制旅游产品创新对消费者购买意愿的影响。研究结果表明:在线定制旅游产品创新对消费者购买意愿具有显著的正向影响;在线定制旅游产品创新对感知风险具有显著的负向影响;感知风险对于消费者购买意愿具有显著的负向影响;通过多层级线性回归方法发现,在线定制旅游产品创新与消费者购买意愿之间,感知风险起完全中介作用;并根据研究结论对旅游企业的产品创新提出几点建议。
More tourists tend to buy customized products through online platforms,but online customized products account for a limited share of the total customized tourism market.This paper identifies perceived risk as an intermediary variable and studies the impacts of online customized tourism product innovation on consumers’purchasing intention.The results show that online customized tourism product innovation has significant positive impacts on consumers’purchasing intention and has significant negative impacts on perceived risk,and perceived risk has significant negative impacts on consumers’purchasing intention.This paper adopts the multi-layered linear regression method to find that perceived risk plays an intermediary role between online customized tourism product innovation and consumers’purchasing intention and presents suggestions on the innovation of tourism products.
作者
寇小萱
卜祥峰
KOU Xiaoxuan;BU Xiangfeng(School of Management, Tianjin University of Commerce, Tianjin 300134, China)
出处
《中北大学学报（社会科学版）》
2021年第2期65-71,共7页
Journal of North University of China：Social Science Edition
基金
天津市科技计划重点项目:天津市科技企业孵化器及众创空间服务体系构建研究(18ZLZDZF00020)
天津市教委社科重大项目:风险投资、组织文化对创业企业影响研究(2017JWZD30)。
关键词
在线旅游定制
旅游产品创新
感知风险
消费者购买意愿
online customized tourism products
innovation of tourism products
perceived risk
purchasing intention of consumers
