基于TAM模型的游客VR旅游意愿影响因素研究

Research on the Influencing Factors of Tourists VR Tourism Willingness Based on TAM Model

文章基于技术接受模型,运用结构方程模型,以感知收益为中介变量,探究自我效能对游客VR旅游意愿的影响机理。结果表明:自我效能与感知收益正向影响旅游者的VR旅游意愿;自我效能正向影响感知收益;感知收益在自我效能与游客VR旅游意愿的影响路径之间起到部分中介作用。由此,文章认为可引导游客增强自我效能感、提升感知收益来鼓励游客进行VR旅游,从而促进VR旅游产业的发展。

Based on the technology acceptance model (TAM),this article uses the structural equation model to explore the influence mechanism of self-efficacy on tourists’ VR tourism willingness with perceived benefits as the mediating variable.The results indicate that self-efficacy positively influences tourists’ VR tourism intentions through perceived benefits,with self-efficacy also positively affecting perceived benefits.Perceived benefits partially mediate the relationship between self-efficacy and tourists’ intentions for VR tourism.Therefore,the article suggests guiding tourists to enhance their self-efficacy and improve perceived benefits to encourage them to engage in VR tourism,thereby promoting the development of the VR tourism industry.