新疆财经

新疆财经 ›› 2021,Issue (1): 49-59.doi: 10.16716/j.cnki.65-1030/f.2021.01.005

• 管理纵横 • 上一篇    下一篇

消费者心流体验、情感依恋与粘性行为研究——基于预订类旅游App的实证分析

王立明1, 李晓东2, 李啸虎1, 黄杰3   

  1. 1.新疆财经大学 旅游学院,新疆 乌鲁木齐 830012;
    2.新疆大学 旅游学院,新疆 乌鲁木齐 830049;
    3.华侨大学 旅游学院,福建 泉州 362021
  • 收稿日期:2020-01-06 发布日期:2021-01-21
  • 作者简介:王立明（1994—）,男,讲师,研究方向为旅游企业管理、消费者行为;李晓东（1964—）,男,副教授,理学博士,研究方向为旅游企业管理、产业经济;李啸虎（1971—）,男,副教授,理学博士,研究方向为区域发展与旅游经济;黄杰（1994—）,男,博士研究生,研究方向为旅游企业管理、消费者行为。
  • 基金资助:
    新疆维吾尔自治区社会科学基金项目“新疆旅游业高质量发展水平评价,障碍诊断与路径研究”（19BYJ038）

A Study of Flow Experience, Emotional Attachment and User Stickiness Behavior–An Empirical Analysis Based on Booking Travel App

Wang Liming1, Li Xiaodong2, Li Xiaohu1, Huang Jie3   

  1. 1. Xinjiang University of Finance and Economics,Urumqi 830012,China;
    2. Xinjiang University,Urumqi 830049,China;
    3. Huaqiao University,Fujian Quanzhou 362021,China
  • Received:2020-01-06 Published:2021-01-21

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摘要： 伴随体验经济时代的来临,游客消费观念及其旅游行为发生了显著变化。用户粘性是消费者使用互联网产品而产生的持续使用意愿与依赖行为。选取预订类旅游App为研究对象并探析其用户行为,对提升游客消费体验、促进在线旅游发展具有深远意义。本文基于“认知—态度—行为”框架,整合心流体验理论与情感依恋理论,构建预订类旅游App用户粘性影响机制的理论模型,并运用结构方程模型进行假说检验。结果表明：心流体验直接正向影响消费者情感依恋,情感依恋直接正向影响用户粘性,且情感依恋在心流体验影响用户粘性的过程中发挥部分中介作用。因此,在预订类旅游App开发的实践层面应着力提升App的易用性与有用性,充分了解旅游消费者心理偏好和情感需求,提供更多的个性化产品,特别要注重培育和保持自助游群体的粘性。

关键词: 消费者行为, 体验经济, 游客消费体验, 心流体验, 旅游消费者心理偏好, 情感依恋, 用户粘性, 预订类旅游App, 在线旅游, 自助游群体粘性

Abstract: With the advent of the experience economy era, tourists' sense of consumption and their travel behavior have undergone significant changes. User stickiness is the continuous use willingness and dependent behavior generated by consumers using Internet products. This paper selects the booking travel App as the research object, and explores its behavior, which has far-reaching significance for improving the tourist experience and promoting the development of online tourism. Based on the framework of "Cognition–Attitude–Behavior", this paper integrates the theory of flow experience and emotional attachment, constructs a theoretical model of user stickiness influence mechanism of booking travel App, and uses structural equation model to test hypothesis. The results show that flow experience has a direct and positive effect on user's emotional attachment; emotional attachment has a direct and positive effect on user's stickiness; flow experience has a direct and positive effect on user's stickiness, and emotional attachment plays a mediating role between them. Therefore in the development of booking travel App, efforts should be made to improve the usability and usefulness of App, fully understand the psychological preferences and emotional needs of travel consumers, provide personalized products, and pay special attention to cultivate and maintain the sticky behavior of self-guided tour group.

Key words: Consumer Behavior, Experience Economy, Tourists' Consumption Experience, Flow Experience, Tourism Consumers' Psychological Preference, Emotional Attachment, User Stickiness, Booking Travel App, Online Travel, Self-guided Group Stickiness

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