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

doi:10.13249/j.cnki.sgs.2012.05.562

摘要/Abstract

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

王朝辉, 陆林, 夏巧云, 刘玲玉. 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[J]. 地理科学, 2012, 32(5): 562-569.

Chao-hui WANG, Lin LU, Qiao-yun XIA, Ling-yu LIU. Browsers’ Perceived Attitude, Evaluation and the Impact on Network Deduction in Mega Event: A Case Study of 2010 Shanghai Network World Expo[J]. SCIENTIA GEOGRAPHICA SINICA, 2012, 32(5): 562-569.

图/表 5

表1

表2

表3

表4

表5

参考文献 22

[1]	Getz D Event.Management & event tourism[M]. New York:Cognizant Communication Corporation,1997:4-11.
[2]	保继刚. 旅游研究进展[M].北京:商务印书馆,2009:7~36.
[3]	Getz D Event.Event Management & Event marketing.IN:Jafari,J.Encyclopedia of Tourism[M].New York:Routleledge,2000.209~212.
[4]	徐红罡,刘德龄.事件旅游及旅游目的地建设管理[M].北京:中国旅游出版社,2005:3-44.
[5]	Getz D Event. tourism:Definition, evolution, and research[J].Tourism Management, 2008,29(3):403-428.
[6]	Lamberti L, Noci G.Mega-events as drivers of community participation in developing countries: the case of Shanghai World Expo[J].Tourism Management,2011,32(1):1-10.
[7]	Kim K S.Exploring transportation planning issues during the preparations for EXPO 2012 Yeosu Korea[J].Habitat International,2011, 35(2):286-294.
[8]	郭英之,臧胜男,彭兰亚.社区居民对2010年上海世博会影响感知的实证研究[J].旅游科学,2009,23(3):35-40.
[9]	戴光全,保继刚.昆明世博会效应的定量估算:本底趋势线模型[J].地理科学,2007,27(3):426-433.
[10]	吴国清,杨国玺,高娜.基于世博会的城市旅游空间结构重构与优化[J].地域研究与开发,2011,30(1):79-83.
[11]	Lee C K,Song H.The forecasting of international expo tourism using quantitative and qualitative techniques[J].Tourism Management,2008,29(6):1084-1098.
[12]	Lee C K, Lee T H.World Culture Expo segment characteristics[J]. Anals of Tourism Research ,2001,28(3):812-816.
[13]	王朝辉,陆林,夏巧云.基于SEM的重大事件国内游客感知价值与行为意向关系研究——以2010上海世博会为例[J].地理研究,2011,30(4):735-746
[14]	Voss K E.Spangenberg E R,&Grohmann B.Measuring the hedonic and utilitarian dimensions of consumer attitude[J].Journal of Marketing Research,2003,40(3):310-320
[15]	Lee B C Y.Consumer attitude toward virtual stores and its correlates[J]. Journal of Retailing and Consumer Services,2007,14(3):182-191.
[16]	Babin B J,Kim K.International students travel behaviour: a model of the travel-related consumer dissatisfaction process[J].Journal of Travel and Tourism Marketing,2001,10(1):93-106.
[17]	Gursoy D.Spangenberg E R,Rutherford D C.The hedonic and utilitarian dimensions of attendees' attitudes toward festivals[J].Journal of Hospitality & Tourism Research,2006,30(3):279-294.
[18]	张涛. 节事消费者感知价值的维度及其作用机制研究[D].杭州:浙江大学,2007.
[19]	陈婷婷.网上世博会访问量超8.73亿将调整功能继续开放[R/OL].
[20]	贾艳丽,杜强.SPSS统计分析标准教程[M].北京:人民邮电出版社,2010:147~310.
[21]	吴明隆. 结构方程模型——AMOS的操作与运用[M].重庆:重庆人民出版社,2009:38~270.
[22]	荣泰生. AMOS与研究方法[M].重庆:重庆人民出版社, 2009:68~158.

项目	类别	频数	有效百分比	项目	类别	频数	有效百分比
性别	男	262	56.96%	已经参观世博	是	348	75.65%
性别	女	198	43.04%	已经参观世博	否	112	24.35%
婚否	已婚	164	35.65%	年龄	18岁以下	199	43.26%
婚否	未婚	296	64.35%		18~24岁	73	15.87%
文化程度	高中及以下	205	44.57%		25~34岁	80	17.39%
	大专	108	23.48%	35~44岁		91	19.78%
	本科	109	23.70%	45~60岁		12	2.61%
	硕士及以上	38	8.25%	60岁以上		5	1.09%

测量指标	主成份		均值	标准差	维度均值	数据信度	旋转方差载入
测量指标	1		均值	标准差	维度均值	数据信度	2
X1网络世博的有用性	0.842	0.309	3.95	1.021	3.910	0.929	37.968%
X2网络世博的必要性	0.813	0.338	3.90	1.012
X3网络世博的实用性	0.755	0.413	3.77	1.065
X4对宣传推广世博会有益处	0.855	0.286	4.01	0.963
X5对宣传推广世博会有效果	0.801	0.350	3.91	1.016
X6浏览网络世博会时放松程度	0.286	0.572	4.14	0.990	3.840	0.887	35.653%
X7浏览网络世博会时趣味程度	0.326	0.834	3.84	1.047
X8浏览网络世博会时欣喜程度	0.296	0.855	3.76	1.021
X9浏览网络世博会时高兴程度	0.314	0.823	3.89	0.948
X10浏览网络世博会时刺激程度	0.334	0.742	3.54	1.067

维度		享乐维度	实用维度	感知评价	网络意图	行为意图
性别	男性	3.71	3.85	3.64	3.53	3.82
	女性	3.91	4.02	3.62	3.34	3.86
	显著差异	有	有	无	无	无
是否参观世博会	是	3.85	3.93	3.63	3.4	3.85
	否	3.76	3.85	3.67	3.66	3.87
	显著差异	有	无	无	有	无
婚姻状况	已婚	3.82	3.92	3.66	3.43	3.87
	未婚	3.88	3.95	3.69	3.53	3.9
	显著差异	无	有	有	有	无

测量指标	均值	标准偏差	KMO值	成分萃取	Cronbach's α信度
M1参与网络世博收获大	3.65	1.031	0.758	84.91%	0.911
M2网络世博行付出值得	3.57	1.125
M3网络世博的评价满意	3.67	1.055
W1再次参与网络世博会	3.38	2.288	0.751	70.11%	0.781
W2向亲友进行宣传推荐	3.41	1.164
W3参与类似的网络展会	3.55	1.124
S1增加世博会的吸引力	3.74	1.085	0.740	79.83%	0.874
S2有机会会（再）参观世博园	3.76	1.164
S3会去参观永久世博园	4.01	1.033

适配指标	绝对适配度指数				增值适配度指数					简约适配度指数
适配指标	RMR RMSEA		GFI	AGFI	NFI	RFI	IFI	TFI	CFI	PGFI	PNFI	PCFI	NC
预设模型	0.044	0.051	0.931	0.907	0.958	0.949	0.976	0.971	0.976	0.691	0.79	0.805	2.226
适配标准	<0.05	<0.08	>0.9	>0.9	>0.9	>0.9	>0.9	>0.9	>0.9	>0.5	>0.5	>0.5	1<NC<3