摘要
以ELM为理论基础,探讨消费者对在线旅游网站的使用行为,分析影响其使用意向的主要因素及影响过程。通过问卷调研和SEM方法进行实证分析,结果表明,中心路径与边缘路径均会影响消费者对在线旅游网站的使用意向。在线旅游涉入度对消费者选择网站信息处理方式起到了重要的调节作用,在线旅游涉入水平高的消费者主要受到中心路径因素包括信息质量、系统质量、服务质量的影响;而涉入水平低的消费者主要受到边缘路径因素包括信息源可信度、参照群体以及网络广告吸引力的影响。
This study focuses on the behaviors of consumers of online travel websites and analyzes the influential factors of customers＇ intention as well as the influence process on the basis of ELM theory.According to the questionnaires and SEM analysis,central route and peripheral route are the significant routes that influence consumers＇ behaviors in using online travel websites.Consumers with high online travel involvement are mainly influenced by factors from the central route including information quality,system quality and service quality.Whereas,consumers with low online travel involvement are mainly influenced by factors from the peripheral route including source credibility,reference group and online advertisement attractiveness.
出处
《管理学报》
CSSCI
北大核心
2016年第6期889-898,共10页
Chinese Journal of Management
关键词
在线旅游网站
行为意向
ELM
中心路径
边缘路径
online travel website
behavior intention
ELM
central route
peripheral route
