地理科学 ›› 2012, Vol. 32 ›› Issue (5): 562-569.doi: 10.13249/j.cnki.sgs.2012.05.562

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重大事件网络演绎中浏览者感知态度、评价及其影响——以上海网络世博会为例

王朝辉(), 陆林, 夏巧云, 刘玲玉   

  1. 安徽师范大学旅游学院, 安徽 芜湖 241003
  • 收稿日期:2011-09-20 修回日期:2012-01-10 出版日期:2012-05-20 发布日期:2012-05-20
  • 作者简介:

    作者简介:王朝辉(1970-),男,安徽颍上人,副教授,博士研究生,主要从事旅游管理、会展与重大事件旅游教学与科研工作。E-mail: huayuan002@126.com

  • 基金资助:
    国家自然科学基金(40771059)、安徽高校省级人文社科重点研究基地项目(2010sk117)资助

Browsers’ Perceived Attitude, Evaluation and the Impact on Network Deduction in Mega Event: A Case Study of 2010 Shanghai Network World Expo

Chao-hui WANG(), Lin LU, Qiao-yun XIA, Ling-yu LIU   

  1. Tourism College, Anhui Normal University, Wuhu, Anhui 241003, China
  • Received:2011-09-20 Revised:2012-01-10 Online:2012-05-20 Published:2012-05-20

摘要:

以2010上海网络世博会为例,采用SPSS18.0和AMOS17.0数据分析软件,通过对网络浏览者调研数据的分析与处理,建立重大事件网络虚拟旅游消费者感知态度的测量模型,并进行测度研究,通过建构SEM模型探索网络虚拟游客消费感知态度及评价对行为意图的影响关系。研究结果表明:① 上海网络世博会虚拟旅游消费感知态度包括实用维度和享乐维度2个测量维度。②上海网络世博会游客旅游消费感知态度总体均值较高,10个测量指标均值均达到满意水平,网络游客对于实用维度的感知均值高于享乐维度;女性群体感知态度的均值在两个维度上均高于男性;未婚群体在实用维度上感知均值高于已婚群体;参观过世博会的旅游者的享乐维度感知均值高于未参观过世博会的群体。③ 感知评价满意度是网络游客感知态度影响行为意图的中介变量,网络游客感知态度通过对感知满意评价的显著影响而影响网络虚拟旅游者的网络行为和其世博旅游行为意图。④ 网络游客消费感知态度中的享乐维度对网络游客世博游览行为意向产生直接而显著影响,而实用维度的影响不显著。该研究有益拓展了游客消费行为理论和方法的研究领域与实证应用,对世博会等类同国际性重大事件的营销推广与可持续发展具有一定的理论和现实意义。

关键词: 重大事件, 网络世博会, 感知态度, 行为影响

Abstract:

The study on mega-event and its impact are the focuses of geography of tourism and tourism science while the study on consumer behavior is the important aspect of behavioral geography. As a new deduction form, Shanghai Network World Expo offers a new research object and field for the academic study on mega-event impact. Based on the SPSS18. 0 and AMOS17.0, the article makes an analysis on browsers’ survey data in 2010 Shanghai Network World Expo and constructs the measurement model of mega-event network tourists’ perceived attitude. The SEM is constructed to explore the relationship between network browsers’ perceived attitude and evaluate the impact on their behaviors. The result shows that: 1) The utilitarian and hedonic dimensions are the two measurement dimensions to construct the network tourists’ perceived attitude. 2) In general, network tourists’ consuming perceived attitude is strong, with the ten measurement indicators reaching the satisfying level; network tourists’ perception of utilitarian dimension is stronger than that of hedonic dimension; the perceived attitude of the female is higher than that of male in both dimensions; the perception of utilitarian dimension of the unmarried group is higher than that of married group; tourists who have visited the expo have much higher perception of utilitarian dimension than those who have not yet. 3) The perceived evaluation is the intermediate variable between the network tourists’ perceived attitude and their behaviors. The network tourists’ perceived attitude indirectly influences the tourists’ network behaviors and behavioral intentions to the Expo through their perceived evaluation. 4) The hedonic dimension in the network tourists’ consuming perception attitude has a direct and significant impact on their behaviors and intentions to the Expo while the impact of utilitarian dimension is not obvious. The study greatly expands the research filed and empirical applications in tourists’ consumption behavior theory and method, and will have a certain theoretical and practical significance for the sustainable development and marketing of international mega-event tourism in China.

Key words: mega-event, Network World Expo, perceived attitude, behavioral impact

中图分类号: 

  • F592.99