旅游目的地在线评论对旅游者有用性感知的影响研究——基于眼动实验

Research on the Influence of Online Reviews of Tourist Destinations on Tourists Usefulness Perception:Based on Eye Movement Experiment

文章根据心理距离、解释水平和归因理论,运用眼动追踪技术,研究旅游目的地在线评论对旅游消费者有用性感知影响的差异,以及行为数据上旅游消费者的主观认知过程。研究结果表明:在不同社会距离下,旅游消费者对旅游评论的注视点个数、注视时长有显著差异;对低解释水平的旅游评论,旅游消费者的注视点个数更多,注视时长更长,有用性感知更高;对含有正面情感倾向的旅游评论,旅游消费者在行为数据上有用性感知更高。文章丰富了网络口碑在旅游情境下的研究,并且在实践中有助于旅游电商优化网页设计布局,合理规划信息组合的呈现顺序,强化旅游目的地在线评论对消费者购买决策的促进作用。

With the rapid growth of tourism e-commerce,online review of tourism destinations provides an important reference value for tourism consumers to make purchasing decisions.Online reviews with“usefulness”characteristics can also have an effective impact on tourism consumer decision-making.Based on psychological distance,interpretation level theory and attribution theory,this paper uses eye tracking technology to study the differences in the perception of usefulness of tourism destination online reviews and the subjective cognitive process behind tourism consumers.The results show that:under different social distances,there are significant differences in the number of gaze points and gaze time of tourism consumers for tourism reviews;For tourism reviews with low interpretation levels,the number of gaze points for tourism consumers has increased.The duration of gaze is much longer.And the usefulness perception is higher.For travel reviews with positive sentiment,travel consumers are more aware of their usefulness in behavioral data.