消费者心流体验、情感依恋与粘性行为研究——基于预订类旅游App的实证分析被引量：8

A Study of Flow Experience, Emotional Attachment and UserStickiness Behavior-An Empirical Analysis Based on Booking Travel App

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摘要伴随体验经济时代的来临,游客消费观念及其旅游行为发生了显著变化。用户粘性是消费者使用互联网产品而产生的持续使用意愿与依赖行为。选取预订类旅游App为研究对象并探析其用户行为,对提升游客消费体验、促进在线旅游发展具有深远意义。本文基于“认知—态度—行为”框架,整合心流体验理论与情感依恋理论,构建预订类旅游App用户粘性影响机制的理论模型,并运用结构方程模型进行假说检验。结果表明:心流体验直接正向影响消费者情感依恋,情感依恋直接正向影响用户粘性,且情感依恋在心流体验影响用户粘性的过程中发挥部分中介作用。因此,在预订类旅游App开发的实践层面应着力提升App的易用性与有用性,充分了解旅游消费者心理偏好和情感需求,提供更多的个性化产品,特别要注重培育和保持自助游群体的粘性。 With the advent of the experience economy era,tourists'sense of consumption and their travel behavior have undergone significant changes.User stickiness is the continuous use willingness and dependent behavior generated by consumers using Internet products.This paper selects the booking travel App as the research object,and explores its behavior,which has far-reaching significance for improving the tourist experience and promoting the development of online tourism.Based on the framework of"Cognition-Attitude-Behavior",this paper integrates the theory of flow experience and emotional attachment,constructs a theoretical model of user stickiness influence mechanism of booking travel App,and uses structural equation model to test hypothesis.The results show that flow experience has a direct and positive effect on user's emotional attachment;emotional attachment has a direct and positive effect on user's stickiness;flow experience has a direct and positive effect on user's stickiness,and emotional attachment plays a mediating role between them.Therefore in the development of booking travel App,efforts should be made to improve the usability and usefulness of App,fully understand the psychological preferences and emotional needs of travel consumers,provide personalized products,and pay special attention to cultivate and maintain the sticky behavior of self-guided tour group.

作者王立明李晓东李啸虎黄杰 Wang Liming;Li Xiaodong;Li Xiaohu;Huang Jie(Xinjiang University of Finance and Economics,Urumqi 830012,China;Xinjiang University,Urumqi 830049,China;Huaqiao University,Fujian Quanzhou 362021,China)

机构地区新疆财经大学旅游学院新疆大学旅游学院华侨大学旅游学院

出处《新疆财经》 2021年第1期49-59,共11页 Finance & Economics of Xinjiang

基金新疆维吾尔自治区社会科学基金项目“新疆旅游业高质量发展水平评价,障碍诊断与路径研究”(19BYJ038)。

关键词消费者行为体验经济游客消费体验心流体验旅游消费者心理偏好情感依恋用户粘性预订类旅游App 在线旅游自助游群体粘性 Consumer Behavior Experience Economy Tourists'Consumption Experience Flow Experience Tourism Consumers'Psychological Preference Emotional Attachment User Stickiness Booking Travel App Online Travel Self-guided Group Stickiness