【摘要】：隨著互聯(lián)網(wǎng)的口益普及,網(wǎng)絡(luò)口碑對(duì)消費(fèi)者決策行為的影響力正逐漸提升。本研究結(jié)合以往學(xué)者的相關(guān)研究成果,構(gòu)建網(wǎng)絡(luò)口碑對(duì)南寧大學(xué)生旅游決策行為的影響機(jī)制,將影響南寧大學(xué)生的旅游決策行為的因素劃分為三個(gè)層面,分別是網(wǎng)絡(luò)口碑信息特征、網(wǎng)絡(luò)口碑接收者特征和網(wǎng)絡(luò)口碑傳播者特征,并提出相關(guān)的18個(gè)研究假設(shè)。 基于此,本研究以南寧市大學(xué)生作為研究對(duì)象,以大學(xué)生在進(jìn)行旅游決策的過(guò)程中通過(guò)網(wǎng)絡(luò)搜尋有關(guān)旅游目的地或旅游產(chǎn)品的口碑信息為前提,采用線上問(wèn)卷調(diào)查(即網(wǎng)絡(luò)問(wèn)卷調(diào)查)和線下問(wèn)卷調(diào)查(即紙質(zhì)問(wèn)卷調(diào)查)兩種方式相結(jié)合來(lái)進(jìn)行調(diào)研,運(yùn)用SPSS17.0對(duì)調(diào)研所得數(shù)據(jù)進(jìn)行分析。研究結(jié)果表明：網(wǎng)絡(luò)口碑的數(shù)量、鮮明性、感知有用性和感知易用性對(duì)于大學(xué)生旅游決策產(chǎn)生顯著的正向影響；網(wǎng)絡(luò)口碑接收者的專業(yè)性及其與傳播者的關(guān)系強(qiáng)度越大,則對(duì)大學(xué)生的旅游決策影響也就越大；另外口碑接收者,即大學(xué)生本身的旅游涉入和網(wǎng)絡(luò)涉入程度也對(duì)其旅游決策起到顯著的正向影響作用,而大學(xué)生的個(gè)體信任傾向并未對(duì)其旅游決策產(chǎn)生明顯作用。針對(duì)上述研究結(jié)論,最后為高校、政府、在線旅游運(yùn)營(yíng)商以及傳統(tǒng)旅游企業(yè)作出相關(guān)決策提供相應(yīng)的建議。
[Abstract]:With the popularity of the Internet, the influence of internet word of mouth on consumer decision-making behavior is gradually increasing. Based on the previous research results, this study constructs the influence mechanism of network word-of-mouth on the tourism decision-making behavior of Nanning college students, and divides the factors that affect the tourism decision-making behavior of Nanning college students into three levels. They are the characteristics of network word-of-mouth information, the characteristics of network word-of-mouth receivers and the characteristics of network word-of-mouth communicators, and 18 related research hypotheses are put forward. Based on this, this research takes Nanning university students as the research object, taking the university students to search for the word-of-mouth information about the tourism destination or the tourism product through the network in the process of the tourism decision-making. The online questionnaire survey (online questionnaire survey) and the offline questionnaire survey (paper questionnaire survey) are used to carry out the investigation. The data obtained from the survey are analyzed by SPSS17.0. The results show that: the number, distinctness, perceived usefulness and perceived usability of network word-of-mouth have a significant positive impact on college students' tourism decision-making, and the greater the intensity of the relationship between online word-of-mouth recipients and communicators, the greater the degree of professionalism and the relationship between online word-of-mouth recipients and communicators. The higher the impact on the tourism decision of college students, the more positive the degree of tourism involvement and network involvement of college students is, and the positive effect on tourism decision making is also obvious from the recipients of word-of-mouth, that is, the degree of university students' own tourism involvement and network involvement. But the individual trust tendency of college students has no obvious effect on their tourism decision. In view of the above conclusions, some suggestions are provided for universities, governments, online tourism operators and traditional tourism enterprises to make relevant decisions.
【學(xué)位授予單位】：廣西大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：F592.7;F224;G649.2

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本文編號(hào)：2224929