参照群体视角下社交圈对潜在旅游者旅游意愿的影响机制研究
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摘要
社交圈是与人息息相关的生活圈,对人们的潜在行为决策影响较大,探寻社交圈对潜在旅游者旅游意愿的影响,具有理论意义和实践价值。本文从参照群体的视角将社交圈划分为内群体和外群体,将情感作为中介变量,运用"认知-情感-行为"传导模型和结构方程模型,探讨潜在旅游者关于社交圈旅游信息的认知、情感对其旅游意愿的影响机制。研究结果表明:(1)潜在旅游者的内、外群体信息质量感知对情感的影响有差异。潜在旅游者的内群体信息质量感知对情感有负向作用,而外群体信息质量感知对情感没有显著影响;(2)潜在旅游者的内、外群体目的地形象感知均对情感具有显著正向影响;(3)情感的中介效应较为显著,但内、外群体情感的中介效应存在差异。
Social circles are living circles closely related to people,and have greater impact on people's behavioral decisions. Exploring the influence of social circles on travel intentions of potential tourists is of great theoretical and practical value. The study divided the social circles into in-group and out-group based on the perspective of the reference group theory,used emotion as a mediator to establish a"cognition-emotion-behavior"conduction model of social circles,analyzed the cognition and emotion of potential tourists about Shaoshan tourism information and their travel intentions by using the questionnaire survey method,and applied the structural equation model to explore the influence mechanism of social circles on travel intentions of potential tourists. The findings show that:( 1) there is a difference in the impact of inside and outside groups' cognitive perceptions of potential tourists on emotions,and the effect of inner-group cognition of potential tourists on emotions is reversed while that of out-group groups has no significant effect on emotions;( 2) potential tourists' image perceptions of inner and outer group have a positive impact on emotions;( 3) the mediating effect of emotion is significant,but there are differences in the mediating effects of internal and external groups' emotions.The authors believe that tourism destinations,information dissemination and propaganda be strengthened,the spread of tourists be expanded,more attention be paid to the perception of tourists,and the quality of service and image building be strengthened,so the tourism market will be expanded.
Social circles are living circles closely related to people,and have greater impact on people's behavioral decisions. Exploring the influence of social circles on travel intentions of potential tourists is of great theoretical and practical value. The study divided the social circles into in-group and out-group based on the perspective of the reference group theory,used emotion as a mediator to establish a"cognition-emotion-behavior"conduction model of social circles,analyzed the cognition and emotion of potential tourists about Shaoshan tourism information and their travel intentions by using the questionnaire survey method,and applied the structural equation model to explore the influence mechanism of social circles on travel intentions of potential tourists. The findings show that:( 1) there is a difference in the impact of inside and outside groups' cognitive perceptions of potential tourists on emotions,and the effect of inner-group cognition of potential tourists on emotions is reversed while that of out-group groups has no significant effect on emotions;( 2) potential tourists' image perceptions of inner and outer group have a positive impact on emotions;( 3) the mediating effect of emotion is significant,but there are differences in the mediating effects of internal and external groups' emotions.The authors believe that tourism destinations,information dissemination and propaganda be strengthened,the spread of tourists be expanded,more attention be paid to the perception of tourists,and the quality of service and image building be strengthened,so the tourism market will be expanded.
引文
陈景春,2008.对大学生“社交圈”渗透的思考[J].中国青年政治学院学报(5):121-125.
陈凯,彭茜,2014.参照群体对绿色消费态度-行为差距的影响分析[J].中国人口·资源与环境(S2):458-461.
陈小连,胡孝平,2012.大学生低碳旅游感知价值、参照群体及参与意愿之关系研究[J].生态经济(3):87-91.
范钧,邱宏亮,吴雪飞,2014.旅游地意象、地方依恋与旅游者环境责任行为——以浙江省旅游度假区为例[J].旅游学刊(1):55-66.
郭功星,周星,涂红伟,2016.消费者敌意、自我效能与旅游意愿——基于对青少年出境旅游市场的实证研究[J].旅游学刊(2):44-52.
哈贝马斯,2004.交往行为理论(第1卷)[M].上海:上海人民出版社.
胡兵,傅云新,熊元斌,2014.旅游者参与低碳旅游意愿的驱动因素与形成机制:基于计划行为理论的解释[J].商业经济与管理(8):64-72.
胡向红,张高军,2015.虚拟社区人际关系对旅游行为意向影响的实证研究[J].地理与地理信息科学(4):116-120.
姜凌,王磊,2010.消费者产品购买决策中不同类型参照群体影响力比较研究[J].华东经济管理(6):112-115.
李莉,张捷,2013.互联网信息评价对游客信息行为和出游决策的影响研究[J].旅游学刊(10):23-29.
李先国,杨晶,刘雪敬,2012.时间压力和参照群体对消费者网络团购意愿的影响[J].中国软科学(4):117-124.
李雪松,唐德荣,2009.主题公园旅游意愿及其影响因素研究——基于重庆市645位游客的调查数据[J].旅游论坛(3):335-339.
蔺国伟,白凯,刘晓慧,2015.参照群体对中国消费者海外旅游购物趋同行为的影响[J].资源科学(11):2151-2161.
刘力,2013.旅游目的地形象感知与游客旅游意向——基于影视旅游视角的综合研究[J].旅游学刊(9):61-72.
马克思,恩格斯,1961.德意志意识形态[M].北京:人民出版社.
米德,2014.心灵、自我和社会[M].霍桂桓,译.南京:译林出版社.
默顿,2006.社会理论和社会结构[M].唐少杰,齐心,译.南京:译林出版社.
莫琨,郑鹏,2014.养老旅游意愿影响因素实证分析:基于推拉理论[J].资源开发与市场(6):758-762.
仇德辉,2001.数理情感学[M].长沙:湖南人民出版社.
石美玉,2005.旅游者购物行为研究[J].旅游学刊(5):70-75.
宋波伟,伍伟丽,2017.基于信任社交圈的好友推荐算法[J].计算机工程(5):149-155.
粟路军,2012.服务认知要素、消费情感和旅游者忠诚的关系——以厦门城市旅游者为例的研究[J].经济管理(7):112-122.
王贵斌,2012.网络口碑对游客旅游决策的影响研究[J].安徽师范大学学报(自然科学版)(3):270-275.
王敏,2009.清代松江“医、士交游”与儒医社交圈之形成——以民间医生何其伟为个案的考察[J].社会科学(12):147-155; 185-186.
王玙,高琳,2014.基于社交圈的在线社交网络朋友推荐算法[J].计算机学报(4):801-808.
温忠麟.张雷,侯杰泰,等,2004.中介效应检验程序及其应用[J].心理学报(5):614-620.
许春晓,周美静,王甫园,2015.旅游目的地选择意愿的影响因素——以韶山为例[J].经济地理(4):178-185.
徐国华,2008.企业家的认知、情感与企业家创新行为——一个反馈过程模型研究[J].南京社会科学(1):50-54.
杨昆,张梦,姬梅,2014.生态旅游方式下的参照群体影响力研究[J].生态经济(11):107-109.
杨勇,2016.社会交往、旅游情境对旅游需求的影响研究——基于春节“黄金周”的实证分析[J].旅游学刊(10):56-69.
杨中芳,彭泗清,1999.中国人人际信任的概念化:一个人际关系的观点[J].社会学研究(2):3-23.
于鹏,张宏梅,2016.韩国国家形象感知与旅游意向研究——以中国潜在旅游者为例[J].旅游学刊(12):62-75.
张红梅,梁昌勇,徐健,等,2016.特色旅游目的地形象对游客行为意愿的影响机制研究——以贺兰山东麓葡萄产业旅游为例[J].中国软科学(8):50-61.
张圣亮,高欢,2011.服务补救方式对消费者情绪和行为意向的影响[J].南开管理评论(2):37-43.
张佑印,2016.中国潜在海洋旅游者决策行为与预期偏好[J].资源科学(4):588-598.
朱翠兰,侯志强,2013.基于网络口碑的旅游目的地形象感知——以厦门市为例[J].热带地理(4):489-495.
左文明,王旭,樊偿,2014.社会化电子商务环境下基于社会资本的网络口碑与购买意愿关系[J].南开管理评论(4):140-150; 160.
ADAMS J S,1963. Toward an understanding of inequity[J]. Journal of abnormal and social psychology,67(5):57-76.
BAILEY J E,PEARSON S W,1983. Development of a tool for measuring and analyzing computer user satisfaction[J]. Management science,29(5):530-545.
BALOGLU S,MCCLEARY K W,1999. A model of destination image formation[J]. Annals of tourism research,26(4):868-897.
CITRIN A V,2001. Information quality perceptions:the role of communication media characteristics[J]. Information and learning,12(17):132-143.
CLARK L A,WATSON D,1994. Why emotions are felt[M]. New York:Cambridge University Press.
ECHTNER C M,RITCHIE B,1993. The measurement of destination image:an empirical assessment[J]. Journal of travel research,31(4):3-13.
HYMAN H H,1942. The psychology of status[J]. Archives of psychology:269.
KAYNAK E,MACAULAY J A,1984. The Delphi technique in the measurement of tourism market potential:the case of Nova Scotia[J]. Tourism management,5(2):87-101.
KULIK C T,AMBROSE M L,1992. Personal and situational determinants of reference choice[J].Academy of management review,17(2):212-237.
LAZARUS R S,1991. Progress on a cognitive motivational relational theory of emotion[J]. American psychologist,4(2):819-834.
LEE J,2014. Are some people less influenced by others’opinions? The role of internal political selfefficacy and need for cognition in impression formation on social networking sites[J].Cyberpsychology,behavior,and social networking,17(9):571-577.
PARK C W,LESSIG V P,1977. Students and housewives:differences in susceptibility to reference group influence[J]. Journal of consumer research,4(2):102-110.
SEO S,YUN N,KIM O Y,2017. Destination food image and intention to eat destination foods:a view from Korea[J]. Current issues in tourism,20(2):135-156.
WHITE C J,2005. Culture,motions and behavioral intentions:implications for tourism research and practice[J]. Current issues in tourism,8(6):10-531.
WIXOM B H,TODD P A,2005. A theoretical integration of user satisfaction and technology acceptance[J]. Information systems research,16(1):85-102.
陈凯,彭茜,2014.参照群体对绿色消费态度-行为差距的影响分析[J].中国人口·资源与环境(S2):458-461.
陈小连,胡孝平,2012.大学生低碳旅游感知价值、参照群体及参与意愿之关系研究[J].生态经济(3):87-91.
范钧,邱宏亮,吴雪飞,2014.旅游地意象、地方依恋与旅游者环境责任行为——以浙江省旅游度假区为例[J].旅游学刊(1):55-66.
郭功星,周星,涂红伟,2016.消费者敌意、自我效能与旅游意愿——基于对青少年出境旅游市场的实证研究[J].旅游学刊(2):44-52.
哈贝马斯,2004.交往行为理论(第1卷)[M].上海:上海人民出版社.
胡兵,傅云新,熊元斌,2014.旅游者参与低碳旅游意愿的驱动因素与形成机制:基于计划行为理论的解释[J].商业经济与管理(8):64-72.
胡向红,张高军,2015.虚拟社区人际关系对旅游行为意向影响的实证研究[J].地理与地理信息科学(4):116-120.
姜凌,王磊,2010.消费者产品购买决策中不同类型参照群体影响力比较研究[J].华东经济管理(6):112-115.
李莉,张捷,2013.互联网信息评价对游客信息行为和出游决策的影响研究[J].旅游学刊(10):23-29.
李先国,杨晶,刘雪敬,2012.时间压力和参照群体对消费者网络团购意愿的影响[J].中国软科学(4):117-124.
李雪松,唐德荣,2009.主题公园旅游意愿及其影响因素研究——基于重庆市645位游客的调查数据[J].旅游论坛(3):335-339.
蔺国伟,白凯,刘晓慧,2015.参照群体对中国消费者海外旅游购物趋同行为的影响[J].资源科学(11):2151-2161.
刘力,2013.旅游目的地形象感知与游客旅游意向——基于影视旅游视角的综合研究[J].旅游学刊(9):61-72.
马克思,恩格斯,1961.德意志意识形态[M].北京:人民出版社.
米德,2014.心灵、自我和社会[M].霍桂桓,译.南京:译林出版社.
默顿,2006.社会理论和社会结构[M].唐少杰,齐心,译.南京:译林出版社.
莫琨,郑鹏,2014.养老旅游意愿影响因素实证分析:基于推拉理论[J].资源开发与市场(6):758-762.
仇德辉,2001.数理情感学[M].长沙:湖南人民出版社.
石美玉,2005.旅游者购物行为研究[J].旅游学刊(5):70-75.
宋波伟,伍伟丽,2017.基于信任社交圈的好友推荐算法[J].计算机工程(5):149-155.
粟路军,2012.服务认知要素、消费情感和旅游者忠诚的关系——以厦门城市旅游者为例的研究[J].经济管理(7):112-122.
王贵斌,2012.网络口碑对游客旅游决策的影响研究[J].安徽师范大学学报(自然科学版)(3):270-275.
王敏,2009.清代松江“医、士交游”与儒医社交圈之形成——以民间医生何其伟为个案的考察[J].社会科学(12):147-155; 185-186.
王玙,高琳,2014.基于社交圈的在线社交网络朋友推荐算法[J].计算机学报(4):801-808.
温忠麟.张雷,侯杰泰,等,2004.中介效应检验程序及其应用[J].心理学报(5):614-620.
许春晓,周美静,王甫园,2015.旅游目的地选择意愿的影响因素——以韶山为例[J].经济地理(4):178-185.
徐国华,2008.企业家的认知、情感与企业家创新行为——一个反馈过程模型研究[J].南京社会科学(1):50-54.
杨昆,张梦,姬梅,2014.生态旅游方式下的参照群体影响力研究[J].生态经济(11):107-109.
杨勇,2016.社会交往、旅游情境对旅游需求的影响研究——基于春节“黄金周”的实证分析[J].旅游学刊(10):56-69.
杨中芳,彭泗清,1999.中国人人际信任的概念化:一个人际关系的观点[J].社会学研究(2):3-23.
于鹏,张宏梅,2016.韩国国家形象感知与旅游意向研究——以中国潜在旅游者为例[J].旅游学刊(12):62-75.
张红梅,梁昌勇,徐健,等,2016.特色旅游目的地形象对游客行为意愿的影响机制研究——以贺兰山东麓葡萄产业旅游为例[J].中国软科学(8):50-61.
张圣亮,高欢,2011.服务补救方式对消费者情绪和行为意向的影响[J].南开管理评论(2):37-43.
张佑印,2016.中国潜在海洋旅游者决策行为与预期偏好[J].资源科学(4):588-598.
朱翠兰,侯志强,2013.基于网络口碑的旅游目的地形象感知——以厦门市为例[J].热带地理(4):489-495.
左文明,王旭,樊偿,2014.社会化电子商务环境下基于社会资本的网络口碑与购买意愿关系[J].南开管理评论(4):140-150; 160.
ADAMS J S,1963. Toward an understanding of inequity[J]. Journal of abnormal and social psychology,67(5):57-76.
BAILEY J E,PEARSON S W,1983. Development of a tool for measuring and analyzing computer user satisfaction[J]. Management science,29(5):530-545.
BALOGLU S,MCCLEARY K W,1999. A model of destination image formation[J]. Annals of tourism research,26(4):868-897.
CITRIN A V,2001. Information quality perceptions:the role of communication media characteristics[J]. Information and learning,12(17):132-143.
CLARK L A,WATSON D,1994. Why emotions are felt[M]. New York:Cambridge University Press.
ECHTNER C M,RITCHIE B,1993. The measurement of destination image:an empirical assessment[J]. Journal of travel research,31(4):3-13.
HYMAN H H,1942. The psychology of status[J]. Archives of psychology:269.
KAYNAK E,MACAULAY J A,1984. The Delphi technique in the measurement of tourism market potential:the case of Nova Scotia[J]. Tourism management,5(2):87-101.
KULIK C T,AMBROSE M L,1992. Personal and situational determinants of reference choice[J].Academy of management review,17(2):212-237.
LAZARUS R S,1991. Progress on a cognitive motivational relational theory of emotion[J]. American psychologist,4(2):819-834.
LEE J,2014. Are some people less influenced by others’opinions? The role of internal political selfefficacy and need for cognition in impression formation on social networking sites[J].Cyberpsychology,behavior,and social networking,17(9):571-577.
PARK C W,LESSIG V P,1977. Students and housewives:differences in susceptibility to reference group influence[J]. Journal of consumer research,4(2):102-110.
SEO S,YUN N,KIM O Y,2017. Destination food image and intention to eat destination foods:a view from Korea[J]. Current issues in tourism,20(2):135-156.
WHITE C J,2005. Culture,motions and behavioral intentions:implications for tourism research and practice[J]. Current issues in tourism,8(6):10-531.
WIXOM B H,TODD P A,2005. A theoretical integration of user satisfaction and technology acceptance[J]. Information systems research,16(1):85-102.