旅游学刊
旅遊學刊
여유학간
Tourism Tribune
2011年
1期
51~58
,共null页
罗盛锋 黄燕玲 程道品 丁培毅
囉盛鋒 黃燕玲 程道品 丁培毅
라성봉 황연령 정도품 정배의
情感因素 体验 满意度 结构方程 表演 桂林
情感因素 體驗 滿意度 結構方程 錶縯 桂林
정감인소 체험 만의도 결구방정 표연 계림
affective factor; experience; satisfaction; structural equation model; performance; Guilin
研究运用结构方程,从情感与认知两个视角构建游客满意度测评模型,并进行实证研究。运用LISREL及SPSS统计软件进行检验,研究表明,游客的＂满意＂是认知与情感两条路径综合影响的结果。消费前情感因素显著影响游客对旅游产品的体验评价与属性评价（γ11=0.23＊＊,γ21=0.24＊＊）,消费后情感因素显著影响游客对旅游产品的感知价值评价（β43=0.41＊＊＊）,感知价值进而显著影响满意度形成（β54=0.73＊＊＊）。游客对产品的体验评价较产品属性评价更显著地影响消费后情感、感知价值及游客满意度（β31=0.54＊＊＊〉β32=0.22＊＊;β41=0.46＊＊＊〉β42=0.22＊＊;β51=0.18＊〉β52=0.17＊）。而消费前期望与消费后情感及感知价值并无必然联系。同时发现,游客对审美体验与教育体验的感受更强烈地影响他们对产品的体验评价。研究将有助于更全面地认识顾客满意度及购后行为的形成过程。
研究運用結構方程,從情感與認知兩箇視角構建遊客滿意度測評模型,併進行實證研究。運用LISREL及SPSS統計軟件進行檢驗,研究錶明,遊客的＂滿意＂是認知與情感兩條路徑綜閤影響的結果。消費前情感因素顯著影響遊客對旅遊產品的體驗評價與屬性評價（γ11=0.23＊＊,γ21=0.24＊＊）,消費後情感因素顯著影響遊客對旅遊產品的感知價值評價（β43=0.41＊＊＊）,感知價值進而顯著影響滿意度形成（β54=0.73＊＊＊）。遊客對產品的體驗評價較產品屬性評價更顯著地影響消費後情感、感知價值及遊客滿意度（β31=0.54＊＊＊〉β32=0.22＊＊;β41=0.46＊＊＊〉β42=0.22＊＊;β51=0.18＊〉β52=0.17＊）。而消費前期望與消費後情感及感知價值併無必然聯繫。同時髮現,遊客對審美體驗與教育體驗的感受更彊烈地影響他們對產品的體驗評價。研究將有助于更全麵地認識顧客滿意度及購後行為的形成過程。
연구운용결구방정,종정감여인지량개시각구건유객만의도측평모형,병진행실증연구。운용LISREL급SPSS통계연건진행검험,연구표명,유객적＂만의＂시인지여정감량조로경종합영향적결과。소비전정감인소현저영향유객대여유산품적체험평개여속성평개（γ11=0.23＊＊,γ21=0.24＊＊）,소비후정감인소현저영향유객대여유산품적감지개치평개（β43=0.41＊＊＊）,감지개치진이현저영향만의도형성（β54=0.73＊＊＊）。유객대산품적체험평개교산품속성평개경현저지영향소비후정감、감지개치급유객만의도（β31=0.54＊＊＊〉β32=0.22＊＊;β41=0.46＊＊＊〉β42=0.22＊＊;β51=0.18＊〉β52=0.17＊）。이소비전기망여소비후정감급감지개치병무필연련계。동시발현,유객대심미체험여교육체험적감수경강렬지영향타문대산품적체험평개。연구장유조우경전면지인식고객만의도급구후행위적형성과정。
Based on the structural equation model,the paper constructs the evaluation model of tourist satisfaction from the perspective of affection and cognition and makes an empirical study.By means of the statistical software of LISREL and SPSS for testing,the study indicates that tourist ＂satisfaction＂is the outcome of the comprehensive effect of both cognition and affection.The affective factor before consumption significantly affects tourist experience evaluation of tourist products and attribute evaluation（γ11 = 0.23＊＊,γ21 = 0.24＊＊）,while affective factor after consumption significantly affects tourist evaluation of perceptional value of tourist products.（β43 = 0.41＊＊＊） Perceptional value furthermore significantly affects the formation of satisfaction（β54 = 0.73＊＊＊）.Tourist experience evaluation of products significantly affects their affection after consumption,their perceptional value and satisfaction more than the attribute evaluation they make.（β31 = 0.54＊＊＊ β32 = 0.22＊＊;β41 = 0.46＊＊＊ β42 = 0.22＊＊;β51 = 0.18＊ β52 = 0.17＊） There is no evident relationship between pre-consumptive expectation and post-consumptive affection and perceptional value.Besides,tourist esthetic and educational experiences affect their experience evaluation more strongly.The study will be conducive to understanding more fully tourist satisfaction and their post-purchasing behavior.
