旅游博客情绪展示对旅游意向的影响研究——基于情绪感染理论的实证分析
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摘要
旅游活动是一项体验性很强的消费活动。为了降低购买风险,旅游者倾向于在决策前搜集相关信息,而博客则是旅游者获取信息的重要渠道。博客中喜、怒、哀、乐等个人情绪的展示是其区别于其他信息来源的重要特征,该情绪可以感染博客浏览者,进而对其旅游意向产生影响。因此,以情绪感染理论为基础,利用实验法,通过实证分析,探讨旅游博客情绪展示对浏览者旅游意向的影响,并重点检验该过程中的调节作用和中介作用。结果显示,旅游博客情绪展示对浏览者的旅游意向有显著影响;情绪感染力和情绪易感性在该过程中起到调节作用;浏览者情绪在该过程中起到部分中介作用。
Tourist activity is a highly experienced activity. To reduce the risk of purchase,tourists tend to search for information in advance. Blog is regarded as an important channel of information. The personal emotion expressed in blog is an important characteristic which makes it different from other sources of information. Such emotions can infect blog readers,thereby affect their travel intentions. Therefore,based on the emotional contagion theory,this study uses experimental method and empirical analysis to explore the effect of emotion expression in travel blogs on tourists' intentions. The analysis focuses on the effects of moderators and mediators in this process. The main research findings are as follows: The expression of emotion in travel blogs affects blog readers' intention significantly; The emotional force and emotional sensitivity are testified asmediators in the process of"emotion expression in travel blogs affecting blog readers' emotion"; The blog readers' emotion is a partial mediator in the process of"emotion expression in travel blogs affecting tourists' intention". This study expands the application fields of emotional contagion theory,indicates new perspectives for the research of travel intentions,and provides reference and inspiration to develop tourism marketing activities in the network age.
Tourist activity is a highly experienced activity. To reduce the risk of purchase,tourists tend to search for information in advance. Blog is regarded as an important channel of information. The personal emotion expressed in blog is an important characteristic which makes it different from other sources of information. Such emotions can infect blog readers,thereby affect their travel intentions. Therefore,based on the emotional contagion theory,this study uses experimental method and empirical analysis to explore the effect of emotion expression in travel blogs on tourists' intentions. The analysis focuses on the effects of moderators and mediators in this process. The main research findings are as follows: The expression of emotion in travel blogs affects blog readers' intention significantly; The emotional force and emotional sensitivity are testified asmediators in the process of"emotion expression in travel blogs affecting blog readers' emotion"; The blog readers' emotion is a partial mediator in the process of"emotion expression in travel blogs affecting tourists' intention". This study expands the application fields of emotional contagion theory,indicates new perspectives for the research of travel intentions,and provides reference and inspiration to develop tourism marketing activities in the network age.
引文
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[25]KELLER P A,LIPKUS I M,RIMER B K.Affect,framing,and persuasion[J].Journal of Marketing Research,2003,40(1):54-64.
[26]DU J,FAN X,FENG T.Multiple emotional contagions in service encounters[J].Journal of the Academy of Marketing Science,2011,39(3):449-466.
[27]SCHMITT B H,DUBE L,LECLERC F.Intrusions into waiting lines:does the queue constitute a social system?[J].Journal of Personality and Social Psychology,1992,63(5):806.
[28]PRICE L L,ARNOULD E J,DEIBLER S L.Consumers’emotional responses to service encounters:the influence of the service provider[J].International Journal of Service Industry Management,1995,6(3):34-63.
[29]SCHOEFER K,ENNEW C.The impact of perceived justice on consumers'emotional responses to service complaint experiences[J].Journal of Services Marketing,2005,19(5):261-270.
[2]SCHOENEWOLF G.Emotional contagion:behavioral induction in individuals and groups[J].Modern Psychoanalysis,1990,15(1):49-61.
[3]HATFIELD E,CACIOPPO J T.Emotional contagion[M].Cambridge:Cambridge University Press,1994.
[4]ZELENSKI J M,LARSEN R J.The distribution of basic emotions in everyday life:a state and trait perspective from experience sampling data[J].Journal of Research in Personality,2000,34(2):178-197.
[5]VERBEKE W.Individual differences in emotional contagion of salespersons:its effect on performance and burnout[J].Psychology&Marketing,1997,14(6):617-636.
[6]成达建.员工工作满意对顾客感知服务质量影响中的调节效应研究[D].广州:暨南大学,2011.
[7]DOHERTY R W.The emotional contagion scale:a measure of individual differences[J].Journal of Nonverbal Behavior,1997,21(2):131-154.
[8]HAMPSON E,VAN-ANDERS S M,MULLIN L I.A female advantage in the recognition of emotional facial expressions:test of an evolutionary hypothesis[J].Evolution and Human Behavior,2006,27(6):401-416.
[9]KELLY J R,BARSADE S G.Mood and emotions in small groups and work teams[J].Organizational Behavior and Human Decision Processes,2001,86(1):99-130.
[10]PASUPATHI M.Age differences in response to conformity pressure for emotional and nonemotional material[J].Psychology and Aging,1999,14(1):170.
[11]TOMBS A G,MCCOLL-KENNEDY J R.Third party customers infecting other customers for better or for worse[J].Psychology&Marketing,2013,30(3):277-292.
[12]COLE W D.An information diffusion approach for detecting emotional contagion in online social networks[D].Arizona:Arizona State University,2011.
[13]HOFFMAN M L.How automatic and representational is empathy,and why[J].Behavioral and Brain Sciences,2002,25(1):38-39.
[14]MOORE D J,HARRIS W D,CHEN H C.Affect intensity:an individual difference response to advertising appeals[J].Journal of Consumer Research,1995,273(8):154-164.
[15]LEWIS M D.Getting emotional:a neural perspective on emotion,intention,and consciousness[J].Journal of Consciousness Studies,2005,12(8/9/10):210-235.
[16]MARTIN D,O'NEILL M,HUBBARD S,et al.The role of emotion in explaining consumer satisfaction and future behavioral intention[J].Journal of Services Marketing,2008,22(3):224-236.
[17]于尚艳,李华轩.情绪对网店顾客绑定策略与冲动性购买的中介作用探析[J].东北师大学报:哲学社会科学版,2013(4):233-234.
[18]赵延昇,王永.关系类型对顾客感知损失,情绪和行为意向的影响---来自餐饮业的实证研究[J].大连理工大学学报(社会科学版),2012(1):53-59.
[19]刘燕霞.旅游者情绪与认知的可控性研究[J].天津市工会管理干部学院学报,2004,12(1):37-39.
[20]邱扶东,吴明证.认知方式与消极情绪对旅游决策影响的实验研究[J].心理科学,2006,28(5):1112-1114.
[21]白凯,郭生伟.入境游客情绪体验对忠诚度的影响研究---以西安回坊伊斯兰传统社区为例[J].旅游学刊,2010(12):71-78.
[22]程霞,单芳.旅游网站特性对潜在游客行为意向的影响[J].四川师范大学学报:社会科学版,2011,38(1):63-69.
[23]刘力,陈金成,朴根秀,等.感知购物环境对旅游者购物行为的影响机制研究---旅游者购物情绪的媒介作用[J].旅游学刊,2010(4):55-60.
[24]DAVID A A,KUMAR V,GEORGE S D.Marketing research[M].Beijing:China Finance and Economy Press,2004.
[25]KELLER P A,LIPKUS I M,RIMER B K.Affect,framing,and persuasion[J].Journal of Marketing Research,2003,40(1):54-64.
[26]DU J,FAN X,FENG T.Multiple emotional contagions in service encounters[J].Journal of the Academy of Marketing Science,2011,39(3):449-466.
[27]SCHMITT B H,DUBE L,LECLERC F.Intrusions into waiting lines:does the queue constitute a social system?[J].Journal of Personality and Social Psychology,1992,63(5):806.
[28]PRICE L L,ARNOULD E J,DEIBLER S L.Consumers’emotional responses to service encounters:the influence of the service provider[J].International Journal of Service Industry Management,1995,6(3):34-63.
[29]SCHOEFER K,ENNEW C.The impact of perceived justice on consumers'emotional responses to service complaint experiences[J].Journal of Services Marketing,2005,19(5):261-270.