基于O2O模式的跨境旅游产品购买意愿影响因素实证研究

Cross-Border Tourism Products Determinants of Purchase Intention in O2O Model

伴随着休闲旅游在人们生活中的需求不断扩大以及出境游比例的逐步上升,O2O模式的跨境旅游业迎来可持续的发展空间。本文在对O2O模式跨境旅游相关文献进行理论综述的基础上,以O2O模式跨境旅游产品购买意愿作为研究对象,从境外旅游目的地特征、消费者感知有用性、消费者感知风险以及消费者信任四个影响因素方面构建了理论模型并进行研究量表设计。研究以消费者层面的问卷调查样本数据进行分析,结果表明:除了消费者感知风险外,本研究所提假设的其他三个影响因素均通过了验证。最后基于实证研究结果为跨境旅游企业和相关OTA平台提出建议:商家应加强信誉,获得客户的信任;完善产品信息,提升客户感知有用性;重视网络口碑,正确制定营销策略;开发定制产品,打造跨境旅游新形式等。

With the continuous expansion of demand for tourism in people s lives and the increase in the proportion of outbound travel,the O2O model of cross-border tourism has ushered a sustainable development.This article is based on a theoretical review of O2O model cross-border tourism related literature,taking cross-border tourism product purchase intention under the O2O model as the research object,from the characteristics of overseas tourism destinations,consumers perceived usefulness,consumers perceived risks,and consumer trust.A theoretical model has been constructed and research scale design has been carried out on four influencing factors.The research has analyzed the sample data of questionnaire surveys at the consumer level.The influencing factors have passed the verification.Finally,based on the results of empirical research,suggestions are made for cross-border tourism companies and related OTA platforms:Merchants should strengthen their reputation and gain the trust of customers,improve product information and customer perception of usefulness,put a high value to online word-of-mouth and correctly formulate marketing strategies,develop customized products,create new forms of cross-border tourism,etc.