网络口碑对旅游消费者决策行为的影响研究

Impact of Internet Word-of-Mouth on Consumers' Tourism Decision-Making

随着网络经济的迅速发展,越来越多的游客依赖网络口碑搜寻所需信息,网络口碑对旅游决策行为的影响日益明显。以传播过程中的"李斯威尔模型"为研究模型,选择和网络口碑传播相关的四个变量为自变量,以网络口碑传播效果为结果变量,建立概念模型并利用结构方程模型展开实证研究。结果发现:与网络口碑传播相关的发送者可信度、信息质量、渠道权威性、接受者专业性均与网络口碑传播效果存在显著正相关关系。在此基础上针对企业如何提高网络口碑效果,进而影响消费者旅游决策行为提出对策性建议。

With the rapid development of the internet economy, more and more tourists rely on internet Word-of-Mouth （IWOM） to search for the required information, and the impact of IWOM on tourism decision-making has become increasingly evident. Taking the spread process of the Lasswell mode as a re- search model, it chose four variables related to IWOM as independent variable and take the communication effect as of IWOM as outcome variable, a conceptual research model was constructed and tested by struc- tural equation model. The results show that the credibility of IWOM sender, the quality of IWOM infor- mation, the authority Of communication channels and professionalism of the IWOM receiver were signifi- cantly positive correlation with the IWOM communication effect. Based on the results, the paper put for- ward countermeasures for tourism enterprises to improve the IWOM communication effect and to affect consumers＇ tourism decision-making behavior.