作　　者： (曹倩）; (于斌）; (田晓霞）;

机构地区： 南开大学商学院,天津300071

出　　处： 《未来与发展》 2017年第8期58-65,共8页

摘　　要： 社会化媒体为旅游消费者提供双向交流平台;因此,以乌鲁木齐市旅游消费者为研究对象,调查发放1 100份问卷,实证检验社会化媒体特征对旅游消费者采纳意图的作用,并探究旅游消费者个体的异质性。研究发现:服务质量、互动性、信息有效性、便利条件和参与性特征对采纳意图具有显著的正向影响。同时,人口统计学变量在某些维度上影响旅游消费者对社会化媒体相关特点的关注程度。受教育水平越高,对"共享性"和"贯通性"特征越重视;而收入水平越高,对"服务质量"和"信息有效性"特征越重视;已婚者对社会化媒体"信息有效性"的重视程度显著高于未婚者。 Social media provides tourism consumers with two-way communication and interaction platform.Basing on the perspective of social media,we randomly issue one thousand and one hundred tourism consumers of Urumqi to empirically test the effect of the different characteristic of social media on travel consumer adoption intention,as well as explore heterogeneity of the individual.The result shows:the social media characteristic of interaction,information service quality,effectiveness,convenience and participatory has a significant positive influence on tourism consumers adopt intention;the higher the tourism consumers' education level,the more they pay attention to social media characteristic of 'sharing' and 'through';the higher the tourism consumers' income,the more they pay attention to social media characteristic of 'service quality' and 'information effectiveness';married tourism consumers pay more attention to the information effectiveness than singled.

关 键 词： 社会化媒体特征 旅游消费者 采纳意图 乌鲁木齐