在线旅游消费者困惑对信任的影响——基于情绪评价理论视角

The Effect of Online Tourist Consumer Confusion on Trust: From the Perspective of Emotional Appraisal Theory

随着"互联网+"环境的影响以及旅游客户端全面渗透旅游业,在线旅游市场交易规模在不断扩大,在线旅游渗透率不断提高,其在给旅游消费者带来便利及增强体验的同时,也面临着诸多的挑战。但综观相关研究发现,现有研究大多关注在线旅游产生的积极影响,而对在线旅游负面效应的研究则相对较少。本文应用情绪评价理论,引入负面情绪,探讨在线旅游消费者困惑对信任的影响。通过对在线旅游消费者的调查数据分析,结果表明:在线旅游消费者困惑正向影响负面情绪,负向影响信任;负面情绪中介了在线旅游消费者困惑与信任之间的关系;认知需求能够负向调节在线旅游消费者困惑对负面情绪的影响。该研究对在线旅游企业营销、消费者顾客关系管理具有一定的理论和实践意义。

With the impact of the “Internet +” and the comprehensive penetration of tourism clients into the tourism industry, the scale of online travel market continues to expand and the online travel transactions have increased greatly. Although facing many challenges, online travel service brings convenience and enhances consumers' experience. The past literatures on online travel consumer confusion focused on the positive impact of online travel, while the research on the negative effects of online travel was relatively limited. Applying cognitive evaluation theory of emotion, this study introduces negative emotions and explores the impact of online travel consumer confusion on trust. Through the analysis of survey data of online travel consumers, the result shows that: Online travel consumer confusion positively affects negative emotions, while is negatively related to trust;negative emotions mediate the relationship between online travel consumer confusion and trust;cognitive demand negatively moderates the influence of online travel consumer confusion on negative emotions. This research has certain theoretical and practical implications for online travel marketing and customer relationship management.