夜市服务质量感知对城市居民再次消费意愿的影响

Effect of Night Market Service Quality Perception on Urban Residents’ Re-consumption Intention

基于服务质量感知三要素模型,以幸福动机为中介变量和以心理资本为调节变量,探究夜市服务质量感知对城市居民再次消费意愿的影响机制。实证分析发现:夜市服务质量感知对城市居民幸福动机有正向影响;幸福动机对夜市再次消费意愿有正向影响;幸福动机在夜市服务质量感知与再次消费意愿之间发挥中介作用;心理资本负向调节夜市服务质量感知对幸福动机的影响,但幸福动机对夜市服务传递与意义关系的调节作用不显著。因此,夜市经营管理者应提升夜市服务品质和优化服务环境,营造热情好客的形象;优化享乐幸福型和意义幸福型夜市服务,促进夜市文旅商深度融合;突出夜市社会性和情感性体验价值,增强城市居民与夜市的情感联结。

Based on the three-factor model of service quality perception, with happiness motivation as the mediating variable and psychological capital as the moderating variable, this paper explores the influence mechanism of night market service quality perception on urban residents’ re-consumption intention. The empirical analysis shows that: night market service quality perception has a positive impact on urban residents’ happiness motivation;the happiness motivation has a positive effect on the night market re-consumption intention. The happiness motivation plays a mediating role in the relationship between the night market service quality perception and the re-consumption intention. Psychological capital negatively moderates the effect of night market service quality perception on happiness motivation, but has no significant moderating effect on the relationship between night market service transmission and meaningful happiness motivation. Therefore, it is suggested that the night market managers should improve the service quality and optimize the service environment to create a hospitable image, optimize the pleasure-oriented and meaning-oriented night market services to promote the deep integration of cultural and tourism merchants in night markets, and highlight the social and emotional experience value of night markets to strengthen the emotional connection between urban residents and night markets.