刘海英;李明;陈明月;谷公杰;韩福丽;

• 1:绥化学院
• 2:南阳理工学院

摘要(Abstract)：

近年来,面对互联网技术在旅游业的导入和发展,一些旅行社开始选择O2O模式经营运作。对校园旅行社进行实证研究,分析旅游消费者购买O2O校园旅行社产品及服务的影响因素。依据理性行为理论和技术接受模型,建立O2O模式下旅游消费者购买意愿模型,运用结构方程进行路径分析。结果表明,O2O校园旅行社感知有用性、感知易用性对信任具有显著正向影响;感知有用性与信任对旅游消费者的购买意愿具有直接显著正向影响;感知有用性在感知易用性和信任之间起着部分中介作用,信任在感知有用性和购买意愿之间也发挥了部分中介作用。

关键词(KeyWords)： O2O模式;校园旅行社;购买意愿;结构方程模型

Abstract:

Keywords:

基金项目(Foundation): 黑龙江省大学生创新创业项目(201610236051);; 黑龙江省艺术科学规划项目(2016D109);; 黑龙江省哲学社会科学研究规划项目(17YSE395);; 黑龙江省普通本科高等学校青年创新人才培养计划项目(UNPYSCT-2017174)

作者(Authors): 刘海英;李明;陈明月;谷公杰;韩福丽;

DOI: 10.16601/j.cnki.issn1002-5227.2018.04.021

参考文献(References)：

• [1]FISHBEIN M,AJZEN I.Belief,Attitude,Intention and Behavior:An Introduction to Theory and Research[M].Reading,MA:Addison Wesley,1975:2-10.
• [2]DAVIS D D.A Technology Acceptance Model for Empirically Testing New End-user Information Systems:Theory and Results[J].Massachusetts Institute of Technology,1985.
• [3]DAHLBERG T,MALLET N,ORNI.A Trust Enhanced Technology Acceptance Model-consumer Acceptance of Mobile Payment Solutions[M].CIC Roundtable,2003.
• [4]HUNG K T,MOHAN A.Integration of TAM Based on Electronic Commerce Models for Trust[J].The Journal of American of Business,2004(9).
• [5]HUH H J,KIM T,LAW R.A Comparison of Competing the Theoretical Models for Understanding Acceptance Behavior of Information Systems in Upscale Hotels[J].Internal Journal of Hospitality Management,2009,28(1):121-134.
• [6]MAYER,ROGER,DAVIS S F.An Integrative Model of Organizational Trust[J].Academy of Management Review,1995,20(7):709-734.
• [7]GEFEN D,STRAUB D.The Relative Importance of Perceived Ease of Use in IS Adoption:A Study of E-commerce Adoption[J].Journal of the Association for Information Systems,2000,1(8).
• [8]DONNA M W.The Importance of Ease of Use,Usefulness,and Trust to Online Consumers:An Examination of the Technology Acceptance Model with Older Consumers[J].Journal of Organizational and End User Computing,2006,18(3).
• [9]SHROFF R H,DENEEN C C,NG M W.Analysis of the Technology Acceptance Model in Examining Students’Behavioural Intention to Use an Eportfolio System[J].Australasian Journal of Educational Technology,2011,27(4):600-618.
• [10]魏明侠.感知隐私和感知安全对电子商务信用的影响研究[J].管理学报,2005(1):61-65.
• [11]SUKI N M.Exploring the Relationship between Perceived Usefulness,Perceived Ease of Use,Perceived Enjoyment,Attitude and Subscribers’Intention towards Using 3G Mobile Services[J].Journal of Information Technology Managemen,2011,22(1):1-7.
• [12]李沁芳,刘仲英.基于TAM的在线信任模型及实证研究[J].信息系统学报,2008,2(1):48-54.
• [13]DAVIS F D,BAGOZZI R P,WARSHAW P R.User Acceptance of Computer Technology:A Comparison of Two Theoretical Models[J].Management Science,1989,35(8).
• [14]钟小娜.网站特性和消费者个体特征对网络购物接受度的影响[D].杭州:浙江大学,2005:12.
• [15]龙贞杰,刘枚莲.面向电子商务的消费者行为态度模型研究[J].社会科学家,2005(5):154-157.
• [16]BHATTACHETJEE A.Individual Trust in Online Firms:Scale Development and Initial Test[J].Journal of Management Information Systems,2002,19(1):211-241.
• [17]吴金南,李见,黄立华.智能产品创造性对消费者感知吸引性与购买意图的影响研究[J].研究与发展管理,2017,29(5):77-86.
• [18]PAVLOU P A.Consumer Acceptance of Electronic Commerce:Integrating Trust and Risk with the Technology Acceptance Model[J].International Journal of Electronic Commerce,2003,7(3):101-134.
• [19]WILLIAM B,DODDS,KENT B.Monroe and Dhruv Grewal Effects of Price,Brand,and Store Information on Buyers’Product Evaluations[J].Journal of Marketing Research,1991,28(3):307-39.
• [20]MCKNIGHT C.What Trust Means in E-commerce Customer Relationships:An Interdisciplinary Conceptual Typology[J].Internet.J.Electronic Commerce,2002,6(2):35-59.
• [21]MAYER R C,ROGER,DAVIS S F.An Integrative Model of Organizational Trust[J].Academy of Management Review,1995,20(7):709-734.
• [22]DAVIS F D.Perceived Usefulness,Perceived Ease of Use,and User Acceptance of Information Technology[J].MIS Quarterly,1989,13(3).
• [23]邱皓政.量化研究与统计分析:SPSS(PASW)数据分析范例解析[M].重庆:重庆大学出版社,2013.
• [24]NUMMLLY J C.Psychometric Theory[M].New York:McGraw-Hill,1978.
• [25]BARON R M,KENNY D A.The Moderator-mediator Variable Distinction in Social Psychological Research:Conceptual,Strategic,and Social Considerations[J].Journal of Personality and Social Psychology,1986,51:1173-1182.