摘要
使用结构方程模型分析了旅行社电子服务质量对网站使用者感知价值和购买意愿的影响,研究发现,电子服务质量对网站使用者的感知价值及其未来的网络购买意愿均有显著的正向影响,但不同质量维度的影响不同。其中,网站效率、信息保护和易于联系3个维度对感知价值的影响达到了显著性水平;系统应用维度对感知价值的影响虽不显著,但对购买意愿有显著的直接影响;信息保护和易于联系两个维度虽对购买意愿没有显著的直接影响,但通过影响感知价值对其产生间接影响;网站效率对购买意愿的影响最为显著,不仅有直接影响还通过感知价值对其产生间接影响;网站使用者的感知价值部分中介了旅行社电子服务质量对其网络购买意愿的影响。
The paper studied the effects of E-service quality of travel agencies in China on websites users＇ perceived value and purchasing intention using SEM.The results indicated that E-service quality of travel agencies had statistically significant positive impacts on both websites users＇ perceived value and purchasing intention,while the impacts were different among the four different dimensions of E-service quality,specifically,website＇s efficiency,information protection,and easy to contacting had statistically significant positive impacts on websites users＇ perceived value;the effect of system availability on perceived value was not statistically significant,while its impact on purchasing intention was statistically significant;information protection and easy to contacting had no direct impact but had indirect impact on purchasing intention through perceived value;among the four dimensions,website＇s efficiency had strongest impact on purchasing intention,both direct and indirect through perceived value.The effects of E-service quality of travel agency on website users＇ purchasing intention was partially mediated by website users＇ perceived value of using this website.The managerial implications were proposed and further research directions were indicated at the last part of the paper.
出处
《旅游论坛》
CSSCI
2011年第4期48-53,共6页
Tourism Forum
基金
安徽省教育厅人文社科研究项目"旅游企业电子服务发展及其质量评价研究"(2009sk238)
关键词
电子服务质量
感知价值
购买意愿
旅行社
e-service quality
perceived value
purchasing intention
travel agency
