感知控制视角下消费者酒店自助服务意愿影响因素研究

Influencing Factors of Consumers’Hotel Self-Service Willingness from the Perspective of Perceptual Control

从DTPB模型出发,探讨情境因素及内在因素通过感知控制对自助服务意愿的影响,以及消费者异质性的调节作用.研究发现,酒店环境拥挤度、时间压力、感知风险均负向影响消费者感知控制,便利度会正向提高消费者感知控制,进而对自助服务意愿产生影响.年龄增长、收入水平提高会正向调节感知控制对自助服务意愿的影响作用,男性相较于女性正向调节作用更明显.研究结论可为未来自助服务管理提供借鉴.

The influence of situational factors and intrinsic factors on self-service intention through perceptual control,and the moderating effect of consumer heterogeneity are researched by the DTPB model.The results show that congestion of the hotel environment,time pressure and perceived risk negatively affect the perceptual control of consumers,while the convenience will positively improve the perceptual control of consumers,thus affecting the willingness of self-service.The increase in age and income level positively moderates the effect of perceptual control on self-service willingness,and the positive moderating effect is more obvious in males than in females.The result of this study is referential for management of self-service in the future.