智慧旅游背景下消费者个性化定制游的接受度影响因素分析

孟杨; 郑莹丽; 官智慧; 赖燕芳; 顾耀黎

doi:10.3969/j.issn.1004-390X(s).2017.02.012

智慧旅游背景下消费者个性化定制游的接受度影响因素分析

中南财经政法大学工商管理学院, 湖北武汉 430073

基金项目:

国家大学生创新训练项目“智慧旅游背景下个性化定制游的消费者接受度分析——基于对O2O+C2C定制模式的探究”（201510520061）。

详细信息

作者简介:
孟杨(1995-),女,云南昆明人,主要从事旅游管理研究。

中图分类号: F592.6
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- PDF下载量: 677
出版历程
- 收稿日期: 2016-08-21
- 修回日期: 2016-09-02
- 发布日期: 2017-04-09

Analysis of Consumer Acceptance of Personalized Custom Travel on Smart Tourism

School of Business Administration, Zhongnan University of Economics and Law, Wuhan 430073, China

摘要

摘要: 为弄清个性化定制游旅游者接受度，文章选取对接受度产生影响的常用因素，并对各因素和接受度间的相关关系作出假设。采用问卷调查方式获取数据来检验理论模型。结果表明：回收的766份有效问卷所有变量的Cronbach's 值均在0.7以上，而KMO系数为0.845，Bartlett's球体检验的显著性概率为0.00。各因素对感知有用性的P值（Sig.）小于0.05，代表该研究的设计合理，各项假设的回归效果显著，各假设成立。其中感知有用性、感知易用性、参与感和体验度对定制游接受度都有正相关关系的影响，它们的加强都会增进消费者对定制游的接受度；定价、隐私风险对定制游接受度有负相关关系的影响，所以在保持优质服务的前提下降低定制游的成本，设立合格严谨的消费者隐私保护措施是非常有必要的。
- 定制游 /
- 接受度 /
- SPSS分析 /
- 线性回归分析
Abstract: In order to clarify the tourist acceptance of custom tourism,we did some questionnaire surveys method to obtain data to test theoretical models. The results showed that Cronbach's values recovered 695 valid questionnaires of all variables were above 0.7, while KMO coefficient was 0.845, significant probability Bartlett's test of sphericity was 0.00. Each factor on the perceived usefulness of the P value (Sig.) was less than 0.05.The study results reasonably represented the design of the study and the assumptions of the regression results were obvious. The perceived usefulness, perceived ease of use, sense of involvement and experience level of acceptance of custom tour had a positive correlation effect with consumer acceptance of customized travel; price, privacy risks of acceptance had negatively affect with the custom tourism acceptance, so reducing the customization travel costs under the premise of maintaining quality service and setting up qualified strict consumer privacy protection measures were very necessary.
- custom tourism /
- acceptance /
- SPSS analysis /
- linear regression analysis

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参考文献(1)

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文章访问数: 2698
HTML全文浏览量: 340
PDF下载量: 677
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智慧旅游背景下消费者个性化定制游的接受度影响因素分析

作者简介: 孟杨(1995-),女,云南昆明人,主要从事旅游管理研究。

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Analysis of Consumer Acceptance of Personalized Custom Travel on Smart Tourism

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作者简介:
孟杨(1995-),女,云南昆明人,主要从事旅游管理研究。