国内潜在游客媒介使用行为、信任与旅游行为意图的关系研究
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摘要
本文以国内潜在旅游者为研究对象,提出其"媒介使用行为与信任存在何种关系""信任是否影响旅游行为意图"两个核心问题,并由此引发研究假设,采用相关分析、阶层回归和结构方程模型等分析方法探讨并检验媒介使用行为、信任与旅游行为意图三者之间的关系。研究结果表明:由于媒介类型的区别、媒介使用情况的差异,媒介使用行为与人际信任、社会信任和政治信任的关系有着不同层面的体现;不同类型的信任对旅游行为意图的影响也表现出一定的差异性。本文为媒介与旅游者行为研究提供了一个新的分析视角,研究结果能够帮助旅游管理者在不同媒介上开展有针对性的营销策略。
Taking domestic potential tourists as objects,this paper put forward two core concerns which are "what's the relation between media use behavior and trust","does trust affect tourist`s behavior intention" and a hypothesis,used correlation analysis method,hierarchical regression,and the dummy regression and structural equation model to test the relationship of media use behavior,trust,and behavior intention as well.It's found that media use behavior has different levels of relations with interpersonal trust,social trust,and political trust due to the difference of media types,and different types of trust demonstrate different effects on behavioral intentions.This study provided researches on media and tourists' behaviors with an exploratory perspective,and the results can help tourism managers to carry out targeted marketing strategies in different media.
Taking domestic potential tourists as objects,this paper put forward two core concerns which are "what's the relation between media use behavior and trust","does trust affect tourist`s behavior intention" and a hypothesis,used correlation analysis method,hierarchical regression,and the dummy regression and structural equation model to test the relationship of media use behavior,trust,and behavior intention as well.It's found that media use behavior has different levels of relations with interpersonal trust,social trust,and political trust due to the difference of media types,and different types of trust demonstrate different effects on behavioral intentions.This study provided researches on media and tourists' behaviors with an exploratory perspective,and the results can help tourism managers to carry out targeted marketing strategies in different media.
引文
白凯,郭生伟,2010.旅游景区共生形象对游客重游意愿及口碑效应影响的实证研究——以西安曲江唐文化主题景区为例[J].旅游学刊(1):53-58.
白凯,吕洋洋,李薇薇,2014.旅游网站信息类型、品牌与服务保证对网站信任的影响[J].旅游学刊(3):91-99.
白凯,马耀峰,李天顺,2007.信息刺激对旅华游客决策影响度研究——以西安为例[J].干旱区资源与环境(6):58-60.
白凯,张春晖,2012.旅游信息来源类型对消费者行为意图的影响[J].人文地理(6):95-102.
班固,2016.汉书[M].北京:中华书局.
程红娟,龚永辉,朱从书,2003.青少年社会支持研究现状综述[J].健康心理学杂志(5):13-16.
胡田,郭英之,2014.旅游消费者在线购买旅游产品的信任度、满意度及忠诚度研究[J].旅游科学(6):40-50.
吉小叶,彭佑元,杨丽,2015.在线旅游服务供应链视角下消费者信任度的模糊评价[J].企业经济(12):140-146.
赖胜强,唐雪梅,朱敏,2011.网络口碑对游客旅游目的地选择的影响研究[J].管理评论(6):68-75.
兰敏,2013.受众对传统媒体信任度的实证研究——基干成都市大样本社会调查[D].成都:西南交通大学.
李普曼,2006.公众舆论[M].阎克文,江红,译.上海:上海人民出版社.
林聚任,2007.社会信任和社会资本重建:当前乡村社会关系研究[M].济南:山东人民出版社.
卢春天,权小娟,2015.媒介使用对政府信任的影响——基于CGSS2010数据的实证研究[J].国际新闻界(5):66-80.
庞璐,杨敏,李君轶,2017.景区危机信息微博扩散的空间特征研究——以2012年国庆华山事件为例[J].干旱区资源与环境(4):183-188.
庞闻,马耀峰,郑鹏,2012.五种旅游信息传播模式的比较与整合[J].旅游学刊(5):74-79.
齐美尔,2002.货币哲学[M].陈戎女,等,译.北京:华夏出版社.
唐琪,2013.一致与冲突:信任类型与市民社会结构研究[D].上海:上海交通大学.
韦伯,1995.儒教与道教[M].王容芬,译.北京:商务印书馆.
吴箬,张瑞静,蒋小花,2015.网络环境中媒介行为影响信任的实证分析[J].电脑知识与技术(22):52-54.
夏纪军,2005.中国的信任结构及其决定——基于一组实验的分析[J].财经研究(6):39-51.
姚君喜,2014.媒介使用、媒介依赖对信任评价的影响——基于不同媒介的比较研究[J].当代传播(2):19-24.
张海良,许伟,2015.人际信任、社会公平与政府信任的关系研究——基于数据CGSS2010的实证分析[J].理论与改革(1):108-112.
张中科,宋文丽,刘爱英,2015.手机依赖和信任对消费者移动口碑接收的影响研究[J].财经论丛(9):84-90.
郑也夫,2003.中国社会中的信任[M].北京:中国城市出版社.
郑也夫,2006.信任论[M].北京:中国广播电视出版社.
中国旅游研究院,2018.中国国内旅游发展年度报告2018[M].北京:旅游教育出版社.
BARBER B,1983.The logic and limits of trust[M].New Brunswick:Rutgers University Press.
BECKER L B,WHITNEY D C,1980.The effects of media dependencies on audience assessment of government[J].Communication research,7(1):95-120.
BELDAD A,JONG M D,STEEHOUDER M,2010.How shall I trust the faceless and the intangible?A literature review on the antecedents of online trust[J].Computers in human behavior,26(5):857-869.
CORNOG W M,1994.Merria-Webster’s vocabulary builder[M].Springfield:Merriam-Webster.
DEUTSCH M,1958.Trust and suspicion[J].Journal of conflict resolution,2(4):265-279.
FUKUYAMA F,ZAMORSKI K,1995.Trust:the social virtue and the creation of prosperity[M].New York:The Free Press.
GITELSON R,CROMPTON J,1983.The planning horizons and sources of information used by leisure travels[J].Journal of travel research,32(3):2-6.
GRUEN T W,OSMONBEKOV T,CZAPLEWKI A J,2006.EWOM:the impact of customer-to-customer online know-how exchange on customer value and loyalty[J].Journal of business research,59(4):449-456.
LUHMANN N,POGGI G,BURNS T,et al.,1979.Trust and power:two works[M].New York:Wiley.
MOY P,PFAUM,2000.With malice toward all?The media and public confidence in democratic institutions[J].Journalism & mass communication quarterly,77(4):933-934.
MOY P,SCHEUFELE D A,2000.Media effects on political and social trust[J].Journalism & mass communication quarterly,77(4):744-759.
NORRIS P,1996.Does television erode social capital?A reply to Putnam[J].PS:political science & politics,29(3):474.
NUNNALLY J C,1978.Psychometric theory[M].2nd ed.New York:McGrow-Hill:7-14.
SAMUEL P H,2004.Who are We?The challenges to America’s national identity[M].New York:Simon & Schuster.
SHANKAR V,URBAN G L,SULTAN F,2002.Online trust:a stakeholder perspective,concepts,implications,and future directions[J].Journal of strategic information systems,11(3):325-344.
SILLENCE E,BRIGGS P,HARRIS P,et al.,2007.Going online for health advice:changes in usage and trust practices over the last five years[J].Interacting with computers,19(3):397-406.
(1)1922 年,李普曼(2006)在《公众舆论》中提出“两个环境”理论,即现实环境和拟态环境。前者是独立于人的意识和体验之外的客观世界,后者是存在于人的意识或被直接体验的主观世界。
(2)因在线旅游代理商不存在使用传统媒介传播旅游信息的情况,所以并未对其进行对比研究。
白凯,吕洋洋,李薇薇,2014.旅游网站信息类型、品牌与服务保证对网站信任的影响[J].旅游学刊(3):91-99.
白凯,马耀峰,李天顺,2007.信息刺激对旅华游客决策影响度研究——以西安为例[J].干旱区资源与环境(6):58-60.
白凯,张春晖,2012.旅游信息来源类型对消费者行为意图的影响[J].人文地理(6):95-102.
班固,2016.汉书[M].北京:中华书局.
程红娟,龚永辉,朱从书,2003.青少年社会支持研究现状综述[J].健康心理学杂志(5):13-16.
胡田,郭英之,2014.旅游消费者在线购买旅游产品的信任度、满意度及忠诚度研究[J].旅游科学(6):40-50.
吉小叶,彭佑元,杨丽,2015.在线旅游服务供应链视角下消费者信任度的模糊评价[J].企业经济(12):140-146.
赖胜强,唐雪梅,朱敏,2011.网络口碑对游客旅游目的地选择的影响研究[J].管理评论(6):68-75.
兰敏,2013.受众对传统媒体信任度的实证研究——基干成都市大样本社会调查[D].成都:西南交通大学.
李普曼,2006.公众舆论[M].阎克文,江红,译.上海:上海人民出版社.
林聚任,2007.社会信任和社会资本重建:当前乡村社会关系研究[M].济南:山东人民出版社.
卢春天,权小娟,2015.媒介使用对政府信任的影响——基于CGSS2010数据的实证研究[J].国际新闻界(5):66-80.
庞璐,杨敏,李君轶,2017.景区危机信息微博扩散的空间特征研究——以2012年国庆华山事件为例[J].干旱区资源与环境(4):183-188.
庞闻,马耀峰,郑鹏,2012.五种旅游信息传播模式的比较与整合[J].旅游学刊(5):74-79.
齐美尔,2002.货币哲学[M].陈戎女,等,译.北京:华夏出版社.
唐琪,2013.一致与冲突:信任类型与市民社会结构研究[D].上海:上海交通大学.
韦伯,1995.儒教与道教[M].王容芬,译.北京:商务印书馆.
吴箬,张瑞静,蒋小花,2015.网络环境中媒介行为影响信任的实证分析[J].电脑知识与技术(22):52-54.
夏纪军,2005.中国的信任结构及其决定——基于一组实验的分析[J].财经研究(6):39-51.
姚君喜,2014.媒介使用、媒介依赖对信任评价的影响——基于不同媒介的比较研究[J].当代传播(2):19-24.
张海良,许伟,2015.人际信任、社会公平与政府信任的关系研究——基于数据CGSS2010的实证分析[J].理论与改革(1):108-112.
张中科,宋文丽,刘爱英,2015.手机依赖和信任对消费者移动口碑接收的影响研究[J].财经论丛(9):84-90.
郑也夫,2003.中国社会中的信任[M].北京:中国城市出版社.
郑也夫,2006.信任论[M].北京:中国广播电视出版社.
中国旅游研究院,2018.中国国内旅游发展年度报告2018[M].北京:旅游教育出版社.
BARBER B,1983.The logic and limits of trust[M].New Brunswick:Rutgers University Press.
BECKER L B,WHITNEY D C,1980.The effects of media dependencies on audience assessment of government[J].Communication research,7(1):95-120.
BELDAD A,JONG M D,STEEHOUDER M,2010.How shall I trust the faceless and the intangible?A literature review on the antecedents of online trust[J].Computers in human behavior,26(5):857-869.
CORNOG W M,1994.Merria-Webster’s vocabulary builder[M].Springfield:Merriam-Webster.
DEUTSCH M,1958.Trust and suspicion[J].Journal of conflict resolution,2(4):265-279.
FUKUYAMA F,ZAMORSKI K,1995.Trust:the social virtue and the creation of prosperity[M].New York:The Free Press.
GITELSON R,CROMPTON J,1983.The planning horizons and sources of information used by leisure travels[J].Journal of travel research,32(3):2-6.
GRUEN T W,OSMONBEKOV T,CZAPLEWKI A J,2006.EWOM:the impact of customer-to-customer online know-how exchange on customer value and loyalty[J].Journal of business research,59(4):449-456.
LUHMANN N,POGGI G,BURNS T,et al.,1979.Trust and power:two works[M].New York:Wiley.
MOY P,PFAUM,2000.With malice toward all?The media and public confidence in democratic institutions[J].Journalism & mass communication quarterly,77(4):933-934.
MOY P,SCHEUFELE D A,2000.Media effects on political and social trust[J].Journalism & mass communication quarterly,77(4):744-759.
NORRIS P,1996.Does television erode social capital?A reply to Putnam[J].PS:political science & politics,29(3):474.
NUNNALLY J C,1978.Psychometric theory[M].2nd ed.New York:McGrow-Hill:7-14.
SAMUEL P H,2004.Who are We?The challenges to America’s national identity[M].New York:Simon & Schuster.
SHANKAR V,URBAN G L,SULTAN F,2002.Online trust:a stakeholder perspective,concepts,implications,and future directions[J].Journal of strategic information systems,11(3):325-344.
SILLENCE E,BRIGGS P,HARRIS P,et al.,2007.Going online for health advice:changes in usage and trust practices over the last five years[J].Interacting with computers,19(3):397-406.
(1)1922 年,李普曼(2006)在《公众舆论》中提出“两个环境”理论,即现实环境和拟态环境。前者是独立于人的意识和体验之外的客观世界,后者是存在于人的意识或被直接体验的主观世界。
(2)因在线旅游代理商不存在使用传统媒介传播旅游信息的情况,所以并未对其进行对比研究。