摘要
随着旅游电子商务模式出现,线上临场感成为在线服务渠道给消费者留下的第一印象,对旅游产品的营销产生重要影响。以OTA(Online Travel Agent)为研究对象,通过实验研究法,研究了线上临场感对消费者购买旅游产品意愿的影响。实验结果表明:OTA形式越生动,线上临场感强度也越高,购买意愿也随之增强。对于民宿这一项旅游产品来说,图文描述带来的空间临场感对购买意愿的效果并不显著,有效的交流使社会临场感提高后,可显著提升人们的购买意愿。
With the development of online tourism products,the preference of online tourism consumer and whatever has impact on the purchase intention are heated in the research.Online telepresence leaving the first impressions of online service to consumers has an increasingly important impact on tourism marketing.This paper focuses on the tourism products of online travel agency（OTA）,and regards the online telepresence as an independent variable in order to investigate the impact of physical presence and social presence on the purchase intention of tourism consumer using the experimental methodology.The experiment takes college students as participants,and sets up two experimental scenarios by browsing the BB products information in different order.Finally,we test the intensity of consumers＇ telepresence and purchase intention of BB（bed and breakfast）.The results show that the more vivid the online website of the agency,the higher the intensity of the online telepresence,and the purchase intention will also be enhanced.The physical telepresence with pure pictures will not significantly raise the purchase intention,but communication on the website can effectively increase social telepresence and improve the purchase intention of consumers significantly.Relative enlightenment of the above conclusions on online service channels are also discussed in this study.
出处
《科技和产业》
2017年第12期136-140,158,共6页
Science Technology and Industry
