基于TPB和TAM整合扩展模型的景区预约行为意向研究

Reservation Intention of Tourist Attraction Based on TPB and TAM Integrated Expansion Model

本研究以4处上海市4A级景区为案例地,整合计划行为理论、技术接受模型,围绕构念“担忧”构建游客景区预约行为意向整合扩展模型,使用偏最小二乘法结构方程模型(PLSSEM)进行模型检验。研究发现:主观规范、景区预约态度和知觉行为控制对景区预约行为意向有显著直接影响;感知易用性相较于感知有用性对知觉行为控制的影响更为显著;因疫情产生的担忧情绪通过主观规范和知觉行为控制间接影响景区预约行为意向。研究在理论上对传统模型进行整合拓展,从技术和管理角度为优化景区预约方式提供理论依据与实践建议。

Based on the theory of planned behavior“TPB”and TAM,this study introduces the construct of“worry”to integrate this theoretical model and then proposes some relevant hypotheses.The results of using PLS-SEM to test the data reveal that subjective norms,reservation attitude,and perceived behavioral control have a direct signifi cant impact on the behavior intention of attractions reservation.Compared with perceived ease of use,perceived usefulness has a greater influence on perceived behavior control.The“worry”caused by the epidemic exhibits a direct infl uence on subjective norms and perceived behavioral control.The model exhibits good explanatory and predictive power.This study also provides a theoretical basis and practical suggestions for tourist attraction reservation from the perspective of technology and management.