CAJ | 학술논문

互联网技术在全球的迅猛发展为网络与旅游的结合提供了重要的基础，并为现代旅游业开启了一个崭新的时代。网络旅游作为一种日益兴盛的现代旅游方式，已经成为旅游业信息化发展的重要表现形式之一，同时也是当今世界旅游业发展的重要方向。因此，了解和分析消费者网络旅游参与的心理和行为对旅游企业的营销和管理也变得越来越关键。然而，现有网络旅游研究主要探讨旅游网络消费者参与行为的特征，对旅游网站特性影响作用、网络旅游消费者参与动机、参与过程和参与心理机制的研究深度还不够。为了揭示现阶段我国旅游网站特性对网络旅游消费者参与心理和最终参与行为的影响作用，该研究在充分总结有关研究的基础上，构建了网络旅游消费者参与心理和行为的概念模型，随后对参与到旅游网站中的397名消费者进行调查分析。研究结果发现：旅游网站的熟悉度和服务规范度会有效影响消费者参与心理的自我决定需求，进而对消费者参与旅游网站的感知卷入和信息搜寻行为产生影响作用。研究结论建议，旅游网站吸引消费者参与的同时需要切实提高企业的品牌知名度和服务规范度，这是进一步提高网络旅游消费者对网站忠诚度的重要基础。
호련망기술재전구적신맹발전위망락여여유적결합제공료중요적기출，병위현대여유업개계료일개참신적시대。망락여유작위일충일익흥성적현대여유방식，이경성위여유업신식화발전적중요표현형식지일，동시야시당금세계여유업발전적중요방향。인차，료해화분석소비자망락여유삼여적심리화행위대여유기업적영소화관리야변득월래월관건。연이，현유망락여유연구주요탐토여유망락소비자삼여행위적특정，대여유망참특성영향작용、망락여유소비자삼여동궤、삼여과정화삼여심리궤제적연구심도환불구。위료게시현계단아국여유망참특성대망락여유소비자삼여심리화최종삼여행위적영향작용，해연구재충분총결유관연구적기출상，구건료망락여유소비자삼여심리화행위적개념모형，수후대삼여도여유망참중적397명소비자진행조사분석。연구결과발현：여유망참적숙실도화복무규범도회유효영향소비자삼여심리적자아결정수구，진이대소비자삼여여유망참적감지권입화신식수심행위산생영향작용。연구결론건의，여유망참흡인소비자삼여적동시수요절실제고기업적품패지명도화복무규범도，저시진일보제고망락여유소비자대망참충성도적중요기출。
The fast development of information technology has established an important foundation for the combination of network and tourism, and opened up an entirely new era for the practice of modern tourism. Therefore, understanding and analyzing the psychology and behavior of consumers＇ online tourism participation is becoming more and more critical to tourism marketing and management. As an increasingly popular mode of modern tourism, online tourism has become one of the most significant manifestations of tourism informational development, and at the same time, it has become the vital direction of globe tourism development nowadays. However, the existing studies mainlyfoeus on the characteristics of consumer participation behavior in online tourism, and not on the effect of tourism website characteristics, consumer participation motivation, participation processes, participation psychology and behavioral mechanism. In order to examine the impact of tourism website characteristics on consumer participation psychology and subsequent participation behavior, this paper introduced the self-determination theory from psychological science to online tourism consumer behavior study. To accomplish the research goal, this study tested 12 hypotheses and constructed the conceptual model of online tourism consumer participation psychology and behavior based on the systematic review of relevant studies. The participants were 397 tourism websites users and each completed an online survey. Structural Equation Modeling was used in the data analysis. Major findings included that perceived tourism website familiarity and service norm had positive effects on consumers＇ autonomy, competency, and relatedness-- the three factors that influence consumers＇ self-determination states when they participate in the online activities. That is to say, when online tourism consumers perceived higher website familiarity and better website service norm, they would have the greater perception of autonomy, competence and relatedness. The structural path coefficients between website familiarity and autonomy, competence and relatedness were 0.0363, 0. 298 and 0. 188, respectively. Self-determination state （e. g., autonomy, competency, and relatedness） then had the positive effect on consumer perceived engagement and information searching behavior in tourism websites. The structural path coefficients were 0. 246 （from autonomy to consumer perceived engagement）, 0. 304 （from competency to consumer perceived engagement）, 0. 161 （from relatedness to consumer perceived engagement） , 0. 395 （from autonomy to information search behavior） , 0. 253 （from competency to information search behavior） and 0. 048 （from relatedness to information search behavior）. If consumers scored high in autonomy, competence and relatedness, they would be more engaged and more actively in the online activities and spend much more time and energy in information searching. This study adds to the research on self-determination experience during online tourism consumer participation by arguing that positive psychological experience the online customers had would impact their further online tourism participation behavior. Meanwhile, in the Web 2.0 times, with the an increasingly close relationship between consumers and companies, we suggest tourism companies to use Internet to enhance their brand awareness, improve their service, communicate with consumers, formulate effective mechanism to attract more consumers and bring more positive psychological experience for online tourism consumers. Thus, consumers would be more likely to be involved in tourism online participation processes and stay loyal to tourism websites.