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互联网技术的发展,促使更多旅游消费者在游玩主题公园前选择通过网络订购套票。本文旨在研究旅游消费中套票订购与退订制度作用于消费者订购意愿的机理研究。为此,构建了一个以套票特征为前因、以风险感知和价值感知为中介、以退订宽松度为调节变量、以消费者在线订购套票意愿为结果的结构方程模型。通过实证研究表明:套票的价格优势显著正向影响价值感知,从而对提升订购意愿有积极作用;消费者时间紧迫感知显著负向影响价值感知、正向影响风险感知,从而对订购意愿产生消极作用;退订政策宽松度正向调节套票价格优势与消费者价值感知的关系;退订政策宽松度负向调节时间紧迫感知与风险感知的关系。
The development of Internet technology has prompted more traveling consumers to choose to subscribe their packages through the Internet before visiting theme parks. The purpose of this paper is to study the mechanism of subscription ordering and unsubscribe system in consumer spending on consumer ordering intention. Therefore, a structural equation model is constructed based on the characteristics of package characteristics, the risk perception and value perception as the intermediary, the unsubscribe degree of slack as the adjusting variable, and the consumer’s willingness to order packages online. Empirical research shows that the price advantage of the package ticket has a positive effect on the value perception, which has a positive effect on the promotion of purchase intention. The consumer perception of time-critical negatively affects the value perception and positively affects the risk perception, which negatively affects the purchase intention The role of unscramble the loose degree of positive adjustment package price advantage and consumer value perception of the relationship between the unsubscribe policy loose degree of negative adjustment of the time the sense of urgency and risk perception.