高校学生冰雪旅游行为的影响因素研究——基于VAB与TPB的计划行为理论拓展模型

A Study on the Influencing Factors of College Students’Ice and Snow Tourism Behavior:An Extended Model Based on VAB and TPB

为推动高校学生参与冰雪旅游,揭示高校学生参与冰雪旅游行为的驱动因素与形成机制就具有重要的研究意义。研究基于价值—态度—行为(VAB)与计划行为理论(TPB),构建了计划行为理论拓展模型。通过对283份样本数据进行探索性因子分析和验证性因子分析以及结构方程模型分析,结果表明知觉行为控制直接影响冰雪旅游参与行为;个人价值观通过知觉行为控制间接影响冰雪旅游参与行为;个人价值观通过主观规范、知觉行为控制间接影响冰雪旅游参与行为。研究最后提出了引导高校学生参与冰雪旅游的管理启示。

In order to promote college students’participation in ice and snow tourism,it is of great significance to reveal the driving factors and formation mechanism of college students’participation in ice and snow tourism.Based on value—attitude—behavior(VAB)and the theory of planned behavior(TPB),this study constructs an expanded model of TPB.Through exploratory factor analysis,confirmatory factor analysis and structural equation model analysis of 283-sample data,it is found that perceptual behavior control directly affects the participation in ice and snow tourism,personal values indirectly affect the participation in ice and snow tourism through perceptual behavior control and that personal values indirectly affect the participation in ice and snow tourism through subjective norms and perceptual behavior control.Finally,the study puts forward the management enlightenment of guiding college students to participate in ice and snow tourism.