摘要
本研究基于MEC-SOR(Means-End Chain-Stimulus-Organism-Response)模型,探讨茶旅消费的触发机制。通过设计多维度测量题项(自我形象、愉悦兴趣、茶生活方式),结合探索性因子分析与验证性因子分析,构建茶旅消费的结构模型。研究采用K近邻(KNN)分类模型对632份样本数据进行分析,结果显示,茶生活方式维度的因子载荷(均值0.837)与方差解释率(32.33%)最高,是消费的主要驱动因素;模型测试集准确率达92.11%,AUC值为0.89,验证了模型的有效性。特征重要性分析表明,茶生活方式的体验价值评分与社交影响对消费触发作用显著,为茶旅产品优化提供了理论支持。
This study investigates the triggering mechanisms of tea tourism consumption behavior using the Means-End Chain-Stimulus-Organism-Response(MEC-SOR)model.By designing multi-dimensional measurement items(self-image,hedonic interest,and tea lifestyle),a structural model of tea tourism consumption behavior was constructed through exploratory factor analysis(EFA)and confirmatory factor analysis(CFA).The research employed a K-nearest neighbors(KNN)classification model to analyze 632 sample datasets.Results revealed that the tea lifestyle dimension exhibited the highest factor loading(mean 0.837)and variance explanation rate(32.33%),identifying it as the primary driver of consumption behavior.The model achieved a test set accuracy of 92.11%and an AUC value of 0.89,validating its effectiveness.Feature importance analysis highlighted that experiential value ratings of tea lifestyle and social influence significantly trigger consumption behavior,providing theoretical support for optimizing tea tourism products.
作者
陈蔚
李群
王英
CHEN Wei;LI Qun;WANG Ying(Tourism College of Zhejiang China,Hangzhou 311231,China;Hangzhou Vocational and Technical College of Science and Technology,Hangzhou 310012,China)
出处
《佳木斯大学学报(自然科学版)》
2025年第7期148-151,共4页
Journal of Jiamusi University:Natural Science Edition
基金
浙江省高职教育“十四五”第二批教学改革项目(jg20240098)
2023年浙江省高校重大人文社科攻关计划项目数字化改革背景下旅游高质量发展助推山区26县共同富裕的内在逻辑与实现路径(2023QN124)。
关键词
MEC-SOR模型
茶旅消费
触发机制
因子分析
K近邻分类
MEC-SOR model
tea tourism consumption behavior
triggering mechanism
factor analysis
K-nearest neighbors classification
