【作者】 田晶；

【导师】 朱永新；

【作者基本信息】 苏州大学 ， 应用心理学， 2006， 硕士

【摘要】 根据文献研究、访谈材料和专家意见,编制了旅行社诚信问卷,第一次测试了238名被试,使用项目分析和探索性因素分析得到包含22个项目的旅行社诚信问卷。在苏州地区随机选取了A、B、C三家旅行社的771名团队游客,使用验证性因素分析对问卷的结构进行验证,结果显示旅行社诚信五维结构与数据拟合良好。旅行社诚信问卷结构清晰、信效度理想,可以作为测量旅行社诚信的有效工具。为探讨旅行社诚信对消费者心理的影响机制,引入了消费心理学的感知价值、满意度及行为意向进行研究。研究工具均采用台湾及国外学者的成型问卷。经过初测后其信效度均良好。随后对苏州地区随机选取A、B、C三家旅行社的771名团队游客进行了正式测量,验证性因素分析的结果表明其结构相当稳定,与前人的研究结果高度吻合。苏州地区旅行社的诚信现状总体趋于良好。在旅行社诚信的五个维度上,“收费合理”维度上的诚信度是最高的,而“导游服务”维度上的诚信度最低,其次是“宣传真实”。比较了不同背景的游客对旅行社诚信度的评价,结果显示:(1)教育程度越高的游客感受到的旅行社诚信度低。(2)离退休人员、教师和学生在旅行社诚信的各个维度上感受到较高水平的诚信,而企业管理人员和自由职业者则倾向于在旅行社诚信的各个维度上感受到较低的诚信。(3)与随团出游经历在一次以及5次以上的游客相比,随团出游经历在2-5次的游客认为自己所选择的这家旅行社是诚信的。苏州地区旅行社游客的整体满意度较高,其中在旅行社提供的餐饮这个维度上的满意度最低,而对旅行社安排的交通的满意度最高。以旅行社诚信为自变量,以游客行为意向为因变量,以游客感知价值和游客满意度为中介变量,构建旅行社诚信模型。具体操作时,将正式问卷的数据随机分为两组,对样本容量为383的A组数据,从理论上和数据上确定双中介模型为最佳模型。为了检验双中介模型的稳定性和衍展性,使用样本容量为388的B组数据对该模型进行了复核效化(Cross-validation)。结果显示,双中介模型与B组数据也有很好的拟合。因此双中介模型具有稳定性和衍展性,能够较准确反映旅行社诚信的规律。此模型显示:(1)旅行社诚信对游客感知价值有显著的正向影响,这种影响是直接的;(2)旅行社诚信对游客满意有显著的正向影响,其中很小一部分是直接影响,更多的是通过游客感知价值来间接影响的;(3)旅行社诚信对行为意向有显著的正向影响,主要是通过游客感知价值和游客满意实现的;(4)游客感知价值直接正向影响游客满意,更多还原

【Abstract】 In this study we attempted to compile the Questionnaire of Travel Agency’s Chengxin, Exploratory Factor Analysis and Confirmatory Factor Analysis were performed to test the structure of this questionnaire. The Questionnaire of Travel Agency’s Chengxin is adopting to measure the Travel Agency’s Chengxin with clear structure, favorable reliability and validity.In order to study the effect of the Travel Agency’s Chengxin, we introduced three variables of consumers’psychology: Perceived Value, Satisfaction and Behavior Intention of tourists, which are studied by lots of foreign pursuers. The mature Questionnaires are used to measure these three variables.A survey of 771 tourists of three travel agencies in Suzhou was conducted, the finding of this survey suggested: The travel agencies’Chengxin in Suzhou were in a high level. The most dis-Chengxin is the cicerone’s service, and then the drumbeating. The most Chengxin is the charge of the Travel Agency to the tourists. At the meanwhile, we discovered that the Satisfaction of the tourists to the Travel Agency were in a high level, too. The most satisfaction factor is the transportation, while the meals and accommodation are the most dis-satisfaction factors.An AMOS analysis was performed to construct a model of Travel Agency’s Chengxin with a data set consisting of 383 tourists, and then use another data set consisting of 388 tourists to retest it. Both of the data support the model of two-medi model. Five conclusions we can draw from the modal are: Firstly, Perceived Value of tourists is strongly affected directly and positively by Perceived Travel Agency’s Chengxin. Secondly, Stisfaction of tourists is affected directly and indirectly by the Travel Agency’s更多还原