摘要
基于SOR(刺激-有机体-反应)理论框架,该文将愉悦和品牌信任作为链式中介,产品涉入度作为调节变量,探究了消费者在体验数字文旅产品时,其社会临场感对溢价支付意愿的影响作用机制.该文借鉴国内外较成熟的量表测量指标,运用问卷调查的方法收集了390份有效问卷,从实证角度应用结构方程模型进行数据分析.研究结论表明:1)社会临场感与消费者溢价支付意愿有显著的正向相关关系.2)愉悦和品牌信任的链式中介在社会临场感与溢价支付意愿之间产生部分中介效应.3)产品涉入度在社会临场感与愉悦之间起显著的负向调节作用.该研究为数字文旅产品的发展提供了理论指导和决策建议,也为新时代数字技术更好地应用于文旅产业进行了有益的理论探索.
Based on the SOR(Stimulus-Organism-Response)theory framework,this study investigates the mechanism by which social presence influences consumers willingness to pay a premium when using products of digital cultural tourism,with pleasure and brand trust as chain mediators and product involvement as a moderating variable.Using a questionnaire survey method,this study collected 390 valid responses by adapting established scales from both domestic and international sources,and conducted data analysis through structural equation modeling.The findings are as follows:1)Social presence factor exerts a notable and positive influence on consumers willingness to pay a premium.2)Pleasure and brand trust act as chain mediators and partially mediate the effect between social presence and willingness to pay a premium.3)Product involvement acts as a notable moderating factor,negatively influencing the connection between social presence and pleasure.This study provides theoretical guidance and decision-making recommendations for the development of digital cultural tourism products and contributes to the better application of digital technologies in the cultural tourism industry in the new era.
作者
李芳轩
彭程
LI Fangxuan;PENG Cheng(College of International Tourism Management and Public Administration,Hainan University,Haikou 570228,China)
出处
《华中师范大学学报(自然科学版)》
北大核心
2025年第3期401-412,共12页
Journal of Central China Normal University:Natural Sciences
基金
海南省自然科学基金人才项目(623RC444).
关键词
数字文旅产品
社会临场感
溢价支付意愿
愉悦
品牌信任
产品涉入度
digital cultural tourism products
social presence
willingness to pay a premium
pleasure
brand trust
product involvement
作者简介
第一作者:李芳轩,男,汉族,辽宁丹东人,博士,教授,博士生导师,主要研究方向为旅游营销和旅游者行为;通信联系人:彭程.E-mail:pengchengjessie@163.com.
