CAJ | 학술논문

近年来，由于旅游信息可获得性不断提高等因素，旅游者的消费者权力日益增加，并被研究者所关注。本文从旅游者自身的角度探索了其权力行使对满意的影响及作用机制。研究结果显示：权力不仅能够有效地减少旅游者权益受损经历，而且能显著地提升其对消费经历的控制感和满意度。进一步研究发现，在这个过程中感知控制起到了部分中介作用，旅游者的消费经验正向调节权力与感知控制及权力与满意之间的关系。本文实证检验了以往消费者权力和增权研究的基础假设，为其理论体系提供了数据支持，并且为旅游者提供了法律以外的、维护自身权益和获取消费满意的主动性手段。
근년래，유우여유신식가획득성불단제고등인소，여유자적소비자권력일익증가，병피연구자소관주。본문종여유자자신적각도탐색료기권역행사대만의적영향급작용궤제。연구결과현시：권력불부능구유효지감소여유자권익수손경력，이차능현저지제승기대소비경력적공제감화만의도。진일보연구발현，재저개과정중감지공제기도료부분중개작용，여유자적소비경험정향조절권력여감지공제급권력여만의지간적관계。본문실증검험료이왕소비자권력화증권연구적기출가설，위기이론체계제공료수거지지，병차위여유자제공료법률이외적、유호자신권익화획취소비만의적주동성수단。
Due to the increasing accessibility of tourism information, tourists＇ power in recent years has enhanced to such a degree that it has drawn researchers＇ attentions. This article explored the internal mechanism between exercise of power and satisfaction obtained from tourist perspective. The result shows that power not only effectively reduces the opportunities of rights and interests damage but also promotes the perceived control and satisfaction of consumption process significantly. Moreover, it is proved that perceived control is a partial mediator and the moderating effect of consumption experience is positive for both relationships （power and perceived control, power and satisfaction）. This paper made an empirical test of the basic hypothesis in the fields of consumer power and empowerment, and provided statistically significant data for this theoretical system. Furthermore, it showed that power can be a kind of initiative measure for tourists to safeguard rights and interests and to obtain satisfaction.