负面在线交互信息对异质性旅游消费者购买意愿的影响

The impact of negative online interactive information on the purchase intention of heterogeneous tourism consumers

基于调节定向理论,应用情境实验法,从人格特质角度探讨负面在线评论与商家回复之间的交互信息对异质性旅游消费者购买意愿的影响机制。结果表明:经济性负评会显著降低预防定向型旅游消费者的购买意愿,功能服务性负评会显著降低促进定向型旅游消费者的购买意愿,感知风险在其中起中介作用;针对经济性负评,商家采取承认服务失败策略时,预防定向型旅游消费者购买意愿更高,针对功能服务性负评,商家采取消除服务失败策略时,促进定向型旅游消费者购买意愿更高。

Based on the theory of regulatory focus,this paper applied scenario-based experiment approach to explore the mechanism of the impact of interaction information between negative online reviews and business responses on the purchase intention of heterogeneous tourism consumers from the perspective of personality traits.The results indicated that:Financial negative online reviews significantly decreased the purchase intention of prevention-focused tourism consumers,while performance and service negative online reviews significantly decreased the purchase intention of promotion-focused tourism consumers.Perceived risk played a mediating role in this process;In the case of financial negative online reviews,when businesses acknowledged service failure,the purchase intention of promotion-focused tourism consumers tended to be higher.In the case of performance and service negative online reviews,when businesses dismissed service failure,the purchase intention of promotion-focused tourism consumers tended to be higher.