基于HOE-ELM模型的旅游网站信息对游客行为意向的影响研究

Impact of Tourism Website Information on Visitors’ Behavioral Intention: An Analysis Based on HOE and ELM Models

旅游电子商务背景下,越来越多的旅游者通过旅游网站信息做出旅游决策。为了探究旅游网站信息对消费者行为意向的影响,本文以HOE与ELM理论模型为基础,引入游客涉入度为调节变量,探究不同涉入度水平的旅游者受到旅游网站信息影响的路径过程。通过问卷调查,借助SPSS19. 0和AMOS21. 0软件进行实证分析。研究结果表明,旅游网站信息是影响旅游者出游意向的重要因素。不同涉入度水平的旅游者受到旅游网站信息影响的路径不同,高水平涉入度的游客更大程度上受到核心路径因素的影响,然后直接或通过目的地态度的中介作用影响其旅游意向;低水平涉入度的游客更容易受到外围路径因素(信息源可信度)的影响,通过外围路径因素形成其对旅游网站的态度,最终影响其旅游意向。

Under the background of tourism e-commerce,more and more tourists make travel decisions through travel website information.To explore the impact of travel website information on consumer behavior intentions,this paper used the HOE and ELM theoretical models as the basis,introduced the tourist involvement degree as a regulator variable,and explored the path process of tourists affected by travel website information when different levels of involvement were explored.Through questionnaires,empirical analysis was conducted with SPSS19.0 and AMOS21.0 software.The research results show that the information on travel websites is an important factor influencing tourists’travel intentions.Tourists with different levels of involvement have different paths of influence by travel website information.Tourists with high level involvement are influenced by the core path factors,and then influence their travel intentions directly or through the mediation of destination attitudes.Visitors with low level involvement are more likely to be affected by peripheral path factors(source credibility),and their attitude towards tourism websites through peripheral path factors,ultimately affecting their travel intentions.