摘要
区域品牌是跨省游客获取旅游商品信息的重要渠道,基于TPB理论探讨了区域品牌信任对跨省游客旅游商品购买意愿的影响机制。研究发现:区域品牌信任正向影响跨省游客购买态度和意愿,区域品牌信任和态度中介主观规范对购买意愿的影响;区域品牌类型调节了“主观规范→区域品牌信任”和“区域品牌信任→购买意愿”两条路径,当以区域旅游商品品牌为依托型时,区域品牌信任对购买意愿有显著影响,主观规范对区域品牌信任影响则更大。
Regional brand is an important channel for cross-provincial tourists to obtain information about tourism commodities.Based on the TPB theory,we explore the influence mechanism of regional brand trust on cross-provincial tourists′willingness to purchase tourism commodities.The study find that:regional brand trust positively influences cross-provincial tourists′purchase attitudes and willingness,regional brand trust and attitudes mediate the influence of subjective norms on purchase willingness;regional brand type moderates the paths of"subjective norms-regional brand trust"and"regional brand trust-purchase willingness".The regional brand type moderates the two paths of"subjective norms-regional brand trust"and"regional brand trust-intention to purchase",and when the regional tourism commodity brand is dependent type,the regional brand trust has a significant effect on purchase intention,and subjective norms have a greater effect on regional brand trust.
作者
刘民坤
陈柳
Liu Minkun;Chen Liu(School of Business,Guangxi University,Nanning,Guangxi 530004,China)
出处
《黑龙江工业学院学报（综合版）》
2024年第1期70-77,共8页
Journal of Heilongjiang University of Technology(Comprehensive Edition)
基金
国家自科基金面上项目“旅游驱动乡村治理的内在机制、效应测度与韧性优化研究”(项目编号:72272040)
贵州省2021年度哲学社会科学规划课题“贵州高质量旅游商品生产和旅游品牌打造对策研究”(课题编号:21GZZB24)。
关键词
旅游商品
跨省游客
购买意愿
计划行为理论
区域品牌信任
区域品牌类型
tourist commodities
cross-provincial tourists
purchase intention
theory of planned behavior
regional brand trust
regional brand type
