摘要
为研究微信朋友圈对大学生游客旅游消费行为的影响,文章以"刺激—感知—反应"为框架,在问卷调查后对数据进行双变量相关分析和多元线性回归模型分析,得出结论:大学生游客对微信朋友圈中的旅游动态与旅游产品广告的初始感知、信息质量、相关程度以及风险感知,会对他们的出游意愿、出游决策、出游预算有影响,并指出朋友圈旅游动态及旅游产品广告的相关程度与大学生游客对旅游产品广告的初始感知对其旅游消费行为有显著影响。
In order to reveal the influence of WeChat Moments on the travel consumption behavior of the college students,the article uses“stimulus-perceive-response”as the framework,along with the data from the questionnaire survey which is subjected to bivariate correlation analysis and multiple linear regression model analysis.And it comes to the following conclusions:college student tourists awareness on initial perception,information quality,relevance,and risk perception of tourism dynamic and tourism product advertisements in WeChat Moments will affect their willingness to travel,their travel decisions,and travel budgets.Besides,it has been pointed out the relevance of the college students on tourism dynamic and tourism product advertising and college students tourist initial perception of tourism product advertising tourists have a significant impact on the Tourism Consumption Behavior of college students.Moreover,it is also pointed out that relevance of the college students on dynamic and tourism product advertising as well as college students tourist initial perception of tourism product advertising have a significant impact on the Tourism Consumption Behavior of college students.
作者
吴开军
卢键华
WU Kaijun;LU Jianhua(The Geography&Tourism School of Guangdong University of Finance&Economics,Guangzhou 510320,Guangdong,China;Guangdong Xiangjiang Tourism Company,Guangzhou 510010,Guangdong,China)
出处
《旅游研究》
2020年第6期53-67,共15页
Tourism Research
基金
国家社会科学基金“粤港澳大湾区旅游业高质量协同供给体系研究”(18BJY197)。
关键词
微信朋友圈
旅游消费行为
大学生
WeChat Moments
tourism consumption behavior
college students
