發(fā)布時(shí)間：2018-04-04 18:15

  本文選題：目標(biāo)導(dǎo)向行為模型　切入點(diǎn)：博彩消費(fèi)者　出處：《旅游學(xué)刊》2017年07期

【摘要】：近年來(lái),中國(guó)出境游游客參與博彩消費(fèi)行為的現(xiàn)象日趨普遍,但對(duì)于中國(guó)游客博彩消費(fèi)行為的理論研究卻極為匱乏。該研究將目標(biāo)導(dǎo)向行為模型引入中國(guó)游客的博彩消費(fèi)行為研究領(lǐng)域,建立游客博彩消費(fèi)行為意向影響因素模型,以到澳門(mén)旅游時(shí)參與博彩活動(dòng)的中國(guó)內(nèi)地游客為研究對(duì)象,采用問(wèn)卷調(diào)查的方法獲取270份有效問(wèn)卷,并采用結(jié)構(gòu)方程方法對(duì)游客博彩消費(fèi)行為意向的理論模型進(jìn)行了實(shí)證檢驗(yàn)。研究結(jié)論顯示,游客的博彩消費(fèi)態(tài)度、博彩消費(fèi)的正向預(yù)期情緒、博彩消費(fèi)的感知行為控制以及游客過(guò)去的博彩行為對(duì)其博彩欲望有著顯著的正向影響,而博彩欲望會(huì)進(jìn)一步正向影響游客的博彩行為意向。同時(shí),游客的感知行為控制對(duì)其博彩行為意向亦有著直接的正向影響。但是,游客的博彩主觀規(guī)范、負(fù)向預(yù)期情緒對(duì)于博彩欲望的影響并不顯著。該文的研究對(duì)于檢視目標(biāo)導(dǎo)向行為模型在旅游消費(fèi)者行為研究領(lǐng)域的適用性,以及豐富和發(fā)展博彩消費(fèi)者行為理論文獻(xiàn)都有著重要的價(jià)值和意義。
[Abstract]:In recent years, the phenomenon of Chinese outbound tourists participating in gambling consumption behavior is becoming more and more common, but the theoretical study of Chinese tourists' gambling consumption behavior is extremely scarce.In this study, the goal-oriented behavior model was introduced into the research field of Chinese tourists' gambling consumption behavior, and the influencing factors model of tourists' gambling consumption behavior was established.270 valid questionnaires were obtained by questionnaire, and the structural equation method was used to test the theoretical model of tourists' gambling behavior intention.The results show that the attitude of tourists to gambling consumption, the positive anticipatory mood of gambling consumption, the control of perceived behavior of gambling consumption and the past gambling behavior of tourists have significant positive effects on their gambling desire.And gambling desire will further positively affect visitors' gambling intentions.At the same time, tourists' perceived behavior control has a direct positive effect on their gambling behavior intention.However, the subjective norms and negative anticipatory emotions have little effect on gambling desire.The research in this paper is of great value and significance to examine the applicability of goal-oriented behavior model in tourism consumer behavior research and to enrich and develop the theoretical literature of gambling consumer behavior.
【作者單位】： 澳門(mén)理工學(xué)院博彩教學(xué)暨研究中心;云南財(cái)經(jīng)大學(xué)商學(xué)院;
【基金】：國(guó)家自然科學(xué)基金項(xiàng)目“基于營(yíng)銷(xiāo)-金融對(duì)接視角的市場(chǎng)基礎(chǔ)性資產(chǎn)與企業(yè)價(jià)值關(guān)系研究”(71462034)資助~~
【分類號(hào)】：F126.1;F592;F719.5

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本文編號(hào)：1711111