基于拓展计划行为理论的休闲农业旅游行为意向研究

Research on Leisure Agricultural Tourism Behavioral Intention Based on Expanded Theory of Planned Behavior

将顾客价值理论引入计划行为理论,构建休闲农业旅游行为意向形成机制分析框架,利用江苏省4市584份消费者调查数据,采用结构方程模型对其进行实证检验。结果表明:顾客价值和主观规范对行为态度和行为意向均存在显著正向影响;行为态度不仅直接影响行为意向,且在顾客价值和主观规范对休闲农业旅游行为意向影响过程中起中介桥梁作用;顾客价值和主观规范对行为意向的影响主要通过行为态度进行传递,而知觉行为控制则直接对行为意向产生影响。从休闲农业经营者和政府两个层面提出了促进消费者形成休闲农业旅游行为意向的对策建议。

With introducing the Customer Value Theory into the Theory of Planned Behavior,and constructing formation mechanism model of leisure agricultural tourism behavioral intention,this article uses structural equation model to make an empirical test of the data of 584 consumers from the survey of four cities in Jiangsu.The results show that the customer value and subjective norms have significant positive influence on the behavioral attitude and behavioral intention;behavioral attitude only directly affects the behavioral intention,but also plays a role of intermediary bridge in the process of customer value and subjective norms influencing behavioral intention;customer value and subjective norms influence behavioral intention mainly through the behavioral attitude,while the perceived behavior control directly influences behavioral intention.Finally,it makes suggestions of promoting the formation of consumers＇ leisure agricultural tourism behavioral intention from the aspects of leisure agriculture operators and government.