【作者】 林毅；

【导师】 杨璟； 吴志祥；

【作者基本信息】 华侨大学 ， 旅游管理硕士（MTA）（专业学位）， 2021， 硕士

【摘要】 近年来,随着自助游理念的深入,网约车出行服务也愈来愈受到旅游者的青睐,特别体现在交通接驳和短途旅游领域。网约车在旅游出行市场的发展,一方面丰富了旅游者出行方式的选择,另一方面也为地方就业和旅游业的增长作出了贡献,成为了许多地方旅游经济的重要组成部分。在这样的背景下,为了提高旅游者购买网约车出行服务的意愿,我们有必要从旅游者的角度出发,了解哪些因素对旅游者购买网约车出行服务的意愿造成影响,以及影响度如何。基于此,网约车企业方能采取针对性的措施,改进管理策略,提升服务,增强旅游者购买意愿,提高用户活跃度。在参考相关文献的基础上,本文从网约车出行服务的实际出发结合旅游者交通出行的特点,引入感知利益(感知便利性、感知舒适性)、购买成本、感知风险、感知价值、购买意愿等6个变量,构建了旅游者购买网约车出行服务意愿的影响因素模型。本研究共收集有效问卷275份,利用SPSS23.0进行样本的描述性统计分析、信效度分析,并利用结构方程模型验证了研究提出的假设。通过研究发现,感知便利性、感知舒适性对感知价值有显著正向影响,感知便利性、感知舒适性、感知价值对购买意愿有显著正向影响,购买成本对感知价值有显著负向影响。感知价值在感知便利性、舒适性对购买意愿的影响关系中起部分中介作用,在购买成本对购买意愿的影响关系中起完全中介作用。最后,从提升便利性、舒适性和降低购买成本三个方面出发对网约车企业管理提出建议,并阐述本文的局限性和展望。更多还原

【Abstract】 In recent years,with the deepening of the concept of self-help travel,online car hailing service is becoming more and more popular among tourists,especially in the field of transportation connection and short distance travel.The development of online car hailing in tourism travel market,on the one hand,enriches the choice of travel mode for tourists,on the other hand,it also contributes to the growth of local employment and tourism industry,and has become an important part of many local tourism economy.In this context,in order to improve tourists’ willingness to buy online car hailing service,it is necessary to understand which factors affect tourists’ willingness to buy online car hailing service from the perspective of tourists,and how the influence degree is.Based on this,online car hailing enterprises can take targeted measures to improve management strategy,enhance service,enhance tourists’ purchase intention and increase user activity.On the basis of referring to relevant literature,this paper starts from the reality of online car hailing service,combined with the characteristics of tourists’ travel,introduces six variables such as perceived benefits(perceived convenience,perceived comfort),purchase cost,perceived risk,perceived value and purchase intention,and constructs the influencing factor model of tourists’ willingness to purchase online car hailing service.A total of 275 valid questionnaires were collected in this study.Spss23.0 was used for descriptive statistical analysis,reliability and validity analysis,and structural equation model was used to verify the hypotheses.It is found that perceived convenience and perceived comfort have a significant positive impact on perceived value,perceived convenience,perceived comfort and perceived value have a significant positive impact on purchase intention,and purchase cost has a significant negative impact on perceived value.Perceived value partially mediates the relationship between perceived convenience and comfort and completely mediates the relationship between purchase cost and purchase intention.Finally,from the three aspects of improving convenience,comfort and reducing the purchase cost,this paper puts forward some suggestions on the management of online car hailing enterprises,and expounds the limitations and prospects of this paper.更多还原