基于TAM-IDT模型的游艇旅游消费行为意向影响因素

Factors Influencing Yacht Tourism Consumption Behavior based on the TAM-IDT Model

作为一项新兴旅游方式,准确把握消费者对游艇旅游行为意向的影响因素是推动游艇旅游发展的关键。文章整合技术接受模型(TAM)和创新扩散理论(IDT)构建了消费者游艇旅游行为意向的影响因素模型,运用结构方程模型验证了消费者创新性、结构性保障、感知有用性、感知易用性、感知风险性和游艇旅游行为意向之间的结构关系,并在跨样本恒等性检验基础上,利用均值结构模型比较了偏好机动艇和非机动艇的消费者各潜变量水平间差异。研究结果表明:感知有用性、感知易用性、结构性保障是影响消费者游艇旅游行为意向的关键因素;消费者创新性会提升游艇旅游的感知有用性、感知易用性,并降低感知风险性;结构性保障对感知易用性具有正向影响,对感知风险性具有负向影响。另外,偏好机动艇的消费者在消费者创新性、感知有用性、感知风险性和游艇旅游行为意向上都平均高于偏好非机动艇的消费者,而感知易用性水平则平均低于偏好非机动艇的消费者。

An important change in China’s tourism development has been that from sightseeing tourism to diversified leisure tourism and personalized tourism. Since 2014, China’s state council,ministries, and commissions have issued a number of policy documents about promoting the development of yacht tourism. Yacht tourism is a form of special interest tourism: it refers to the use of water vessels or boats for leisure purposes. The demand for yacht tourism has shown a significant increase worldwide. Yacht tourism represents a new part of the tourism industry in China, and so research into this area is still at an exploratory stage;however, it will be helpful to understand the mechanisms of consumer behavioral intentions and formulate appropriate policies. The present study constructed a theoretical model of consumer behavioral intention by integrating technology acceptance model with innovation diffusion theory. A structural equation model was adopted to test the links among consumer innovativeness, structural protection, perceived usefulness, perceived ease of use,perceived risk, and behavioral intention for yacht tourism. In addition, on the premise of cross-group invariance of the model, standardized means of latent variables were compared between preferred motor boat consumers and non-motor boat consumers to compare levels of consumer innovativeness,structural protection, perceived usefulness, perceived ease of use, perceived risk, and behavioral intention for yacht tourism. The following results were obtained.(1) Perceived usefulness and perceived ease of use were the key factors influencing the behavioral intention for yacht tourism;however, the perceived risk did not have a significant effect on behavioral intention.(2) Consumer innovativeness had a significant positive influence on the perceived usefulness and perceived ease of use, but it had a negative effect on the perceived risk.(3) Structural protection had a positive influence on the perceived ease of use and behavioral intention, but it had a negative effect on perceived risk.(4)A comparison of the results showed that the levels of consumer innovativeness, perceived usefulness,perceived risk, and behavioral intention for yacht tourism among preferred motor boat consumers were higher than those of preferred non-motor boat consumers;however, the perceived ease of use level was lower among preferred motor boat consumers than among preferred non-motor boat consumers. Through appropriate policies related to interventions and guidance, it is possible to stimulate the consumption of yacht tourism and promote the healthy development of the yacht industry in China. We make the following suggestions. It is necessary to emphasize the great importance of yacht tourism products. The consumer market should be diversified and include such vessels as sailboats, fishing boats, speedboats,and recreational craft. The convenience of yacht tourism should be highlighted. It is necessary to implement niche market development strategies to differentiate consumers. To guarantee the development of yacht tourism, the structural protection system has to be improved, such as with respect to laws and regulations, industry planning, and tax incentives. It is necessary to expand marinas and other infrastructure as well as improve the supply function of multiple stakeholders, including government departments, enterprises, and yacht industry associations.