PUGC模式对游客旅行中消费意愿的影响研究——一个有调节的中介模型

Study on the influence of PUGC model on tourists'consumption intention during travel-A moderated mediation model

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摘要选取了PUGC(专业用户生产内容)模式影响消费者购买意愿的四个关键因素作为自变量,将游客旅行消费意愿作为因变量,引入网络口碑作为中介变量,并引入了平台流量推动机制作为调节变量开展相关研究,实证分析PUGC模式对消费者旅游意愿的影响。提出了研究框架,阐述研究假设,随后开展问卷调查,对收集来的数据进行实证分析。得出了以下结论:PUGC的真实性、专业性、互动性、特征性对网络口碑有显著的影响作用,且在影响的方向上均为正向;网络口碑显著影响游客旅行消费意愿,影响方向上同样为正向,网络口碑在PUGC对游客旅行消费意愿中起中介作用;平台流量推动机制显著调节了网络口碑对游客旅行消费意愿的影响,且为正向的调节作用。 This paper selects PUGC(professional-user-generated-content)mode,a key factor affecting consumers'purchase intention,as an independent variable,takes tourists'travel consumption intention as a dependent variable,introduces online word-of-mouth as an intermediary variable,and introduces platform traffic driving mechanism as a moderating variable to carry out relevant research,and analyzes the influence of PUGC mode on consumers'travel intention from an empirical perspective.In the literature review,the author puts forward the research framework,expounds the research hypothesis,carries out the questionnaire survey,and makes the empirical analysis of the collected data.The following conclusions are drawn:the authenticity,professionalism,interactivity and characteristic of PUGC have significant effects on online word-of-mouth,and the influence direction is positive;Online word of mouth has a significant impact on tourists'travel consumption intention,and the influence direction is also positive.Online word of mouth plays an intermediary role in PUGC's effect on tourists'travel consumption intention.Platform traffic promotion mechanism significantly moderates the influence of online word-ofmouth on tourists'travel consumption intention,and it has a positive moderating effect.

作者陈文冬任宇光赵宁宁 Chen Wendong;Ren Yuguang;Zhao Ningning(Macao University of Science and Technology,Macao,999078;Guangzhou College of Commerce,Guangzhou,Guangdong,511363;Tianjin Foreign Studies University,Tianjin,300270)

机构地区澳门科技大学广州商学院天津外国语大学

出处《市场周刊》 2023年第9期107-111,共5页 Market Weekly

关键词 PUGC模式网络口碑平台流量推动机制旅行消费意愿 PUGC mode online reputation platform traffic promotion mechanism travel consumption intention

分类号 F590 [经济管理—旅游管理]

作者简介陈文冬,男,安徽蚌埠人,讲师,经济师,中国澳门科技大学、广州商学院,博士研究生,研究方向:旅游营销、消费者行为;通讯作者:任宇光,男,山东菏泽人,中国澳门科技大学,博士研究生,研究方向:应用经济学、消费经济;赵宁宁,女,河南濮阳人,天津外国语大学硕士研究生,研究方向:政治经济学、消费经济。