在线旅游信息搜寻：需求、行为和机制

【作者】 杨敏；

【导师】 李天顺； 马耀峰；

【作者基本信息】 陕西师范大学 ， 旅游管理， 2012， 博士

【摘要】 信息搜寻是消费者决策和产品购买的重要环节,也是消费者行为学研究的重要内容之一。上个世纪80年代开始,国内外学者依托消费者行为学,心理学,经济学、情报多个学科对旅游信息需求、信息搜寻策略、搜寻影响因素等进行了多角度的研究,并取得了一定成果。随着互联网的迅速发展普及和我国旅游业的大发展,在线旅游研究成为人们关注的新的热点问题之一,旅游电子商务、旅游网络营销等成为研究的主要内容,而对旅游信息需求、搜寻行为的研究比较有限,尤其是缺乏主(游客)客体(网络)相互作用的过程研究以及在线信息搜寻行为内在本质与规律的探讨。在方法上学者们大多采用问卷调查法、访谈法等,研究方法比较单一。在线环境的的复杂性和旅游活动的特殊性决定了在线旅游信息搜寻是一个复杂的认知过程和行为过程,需要多角度、多方法,系统性的对其进行研究。本文基于发生学的研究视角,在实验观察、问卷调查、深度访谈等方法的支持下,从游客和信息网络两个方面进行在线旅游信息搜寻的研究,在研究方法上力求跨学科的多角度综合研究,以期能够深入、系统的研究在线旅游信息搜寻行为及其内在机制。本文依托国家自然科学基金项目《区域旅游流对旅游网络信息的时空响应研究》(NO.41001077)和教育部人文社会科学研究一般项目《Internet视角下的旅游利基市场发掘模式研究》(NO.11YJC790234),以游客这个特殊的消费群体作为对象,在信息搜寻理论、复杂网络理论、计划行为理论、消费者行为理论以及信息科学等相关理论的指导下,通过问卷调查、实验观测、网络日志等获取研究数据,运用结构方程、因子分析等研究方法,深入而系统地开展游客在线信息需求及其在线信息搜寻行为的研究,构建在线旅游信息搜寻动因模型,揭示其影响机制。研究成果有助于完善和丰富旅游信息科学的理论体系,对拓展消费者行为学和旅游市场学的研究内容具有重要的理论意义。从实践价值来看,游客在线信息需求特点和在线信息搜寻行为及其规律的研究也有助于旅游目的地和旅游企业的在线旅游信息体系的建设以及开展针对性的精准营销。基于以上分析,本文开展的主要研究有：(1)在发生学的指导下,构建了基于发生学的在线旅游信息搜寻行为的模型框架,厘清了旅游信息需要、旅游信息欲望、旅游信息需求、旅游信息搜寻行为等概念,明确了它们之间的逻辑层次。(2)对在线旅游信息需要的研究,在问卷调查数据、深度访谈数据和实验数据的支持下,采用因子分析、文本分析等方法,探寻在线旅游信息需求的规律,全面总结出在线旅游信息需求的结构层次模型(Structure Level Mode of Online Tourism Information Demand, SLMO)。即游客的信息需求可以划分核心需求、保障性信息需求和辅助性信息需求三个层次,且这三个层次具有明显的差异。(3)游客旅游信息搜寻进程研究。在Ellis信息搜寻活动特征模型和Kuhlthau信息搜寻进程(ISP)模型,结合调查问卷数据和实验数据,从确定网站和网页(开始)、检索和浏览、评估和跟踪和提取和存储等四个进程阶段对游客的信息搜寻行为进行了研究,提出了在线旅游信息搜寻(OTISP)过程模型,并分析了不同群体游客的信息搜寻过程。(4)游客在线搜寻站间转移和选择行为研究。在复杂网络理论和信息觅食理论的指导下,摸清了游客在线旅游信息搜寻的复杂网络结构特征(度分布、节点中心性、网络直径和平均路径长度、聚类系数和网络弹性等)。提出了基于流程的IITM转移模式和基于网站功能的SFM转移模式、“目的地地名+搜索内容”的关键词查询模式和查询结果的指数顺序效应。(5)游客在线旅游信息搜寻行为的影响机制和解释模型研究。在理性行为模型和技术接受模型指导下构建了在线旅游信息搜寻行为的影响机制模型,运用结构方程对该模型进行了检验。研究发现旅游卷入程度和旅游相关信息搜寻动机对旅游行为意向具有正向的影响,而个人特征、网络技能、旅游目的地距离以及其他信息搜寻动机对旅游信息行为意向影响很小。旅游信息搜寻行为意向导致的信息搜寻行为的强度依次为核心信息搜寻、保障信息搜寻和辅助信息搜寻。本文试图在以下方面有所创新：(1)在研究方法上,采用实验观察(屏幕跟踪)、问卷调查、复杂网络和网络数据挖掘等多元综合方法,对在线旅游信息需求、行为和机制进行了多角度印证分析。尤其是实验观察法的引入,弥补了传统问卷调查法以“游后追忆”获取数据的不足,直观且较为真实地反映了在线旅游信息需求情况和搜寻行为轨迹。(2)基于发生学理论,构建了基于在线旅游信息需要——信息搜寻行为的发生学模型,提出了在线旅游信息需求结构层次模式(Structure Level Mode of Online Tourism Information Demand, SLMO)。厘清了信息需要、信息需求、信息欲望、在线旅游信息需求等基本概念,全面梳理了在线信息需要、动机、需求、行为意向和行为之间的关系,总结了在线旅游信息搜寻行为发生的逻辑过程。(3)从搜寻过程角度,基于Ellis信息搜寻活动特征模型和Kuhlthau信息搜寻进程模型,提出了在线旅游信息搜寻(OTISP)过程模型。从信息搜寻转移角度,在实验数据支持下,发现在线旅游信息搜寻的站间转移特征非常鲜明,在线信息搜寻呈现典型的引擎驱动下领域网站连通转移模式(Search engine to Field website Mode, SFM)。(4)提出并验证了在线旅游信息搜寻行为解释模型,基本摸清了在线旅游信息搜寻行为的影响机制。认为旅游卷入程度和信息搜寻动机是导致在线旅游信息搜寻行为意向的关键,并发现行为意向和搜寻行为之间存在梯度联系。更多还原

【Abstract】 Information seeking plays an essential role in consumers’decision-making and product-purchasing, which is also one of the important contents of consumer behavior research. From the80’s of the last century, tourism information demand, information seeking strategies and the influencing factors have been studied by scholars both at home and abroad based on consumer behavior, psychology, economics, intelligence and so on. And certain achievements have been made. With the rapid development of the internet and China’s tourism, online tourism research has become a new hot topic. Domestic scholars have paid close attention to tourism electronic commerce and tourism network marketing. But the researches about online tourism information demand and seeking behavior, especially the interaction process research from the perspectives of tourist and network, are still rare. And the inherent nature and law of online information seeking behavior is also seldom discussed. Scholars usually adopt the single research methods such as questionnaire and interview.The online tourism information seeking is a complicated cognitive process and behavior because of the complexity of online environment and the particularity of tourism activities, which, therefore, needs to be studied systematically from various perspectives and using different methods. This paper studies the online tourism information seeking behavior and its inner influencing mechanism based on the Genetic from the aspects of tourists and information network. The experimental observation, questionnaire, depth-interview and other methods are employed in order to do a comprehensive interdisciplinary multi-angle research.All the work of this research is supported by the grant from the National Natural Science Foundation of China (NO.41001077). With tourists as a special consumer group being the research object, the author of this paper analyzes the online information demand and constructs an influencing online tourism information seeking model that reveals the influence mechanism based on Information Seeking Theory, Complex Network Theory, Plan Behavior Theory, Consumer Behavior Theory and Information Science. The researching results have certain theoretical significance for enriching tourism information science and developing consumer behavior science. From the practical value, the research also helps tourist sites and enterprises to construct online tourism information system and carry out corresponding precision marketing. The main work and conclusions are as follows.(1) A framework of online tourism information seeking behavior is constructed based on the Genetic. The paper firstly clarifies such concepts as the tourism information needs, tourism information desire, tourism information demand and tourism information seeking behavior, and then analyzes the logic level among them according to the framework.(2) It analyzes the online tourism information demand by using factor analysis and text analysis, and proposes the Structure Level Mode of Online Tourism Information Demand. The online tourism information demand can be classified into core demand, supportable demand and auxiliary demand, which are obviously different from each other.(3) It discusses tourists’information seeking process of starting, searching, browsing, assessing, tracking, extracting and storing based on Ellis’Activity Feature Model and Kuhlthau’s ISP model, combining the investigation questionnaire data and experimental data. It proposes the online tourism information seeking process model (OTISP) and further analyzes the information seeking process of different groups.(4) It studies the station transfer and choice behavior of online seeking. Under the guidance of complex network theory and information foraging theory, it analyzes the complex network structure features including degree distribution, node centricity, network diameter and average path length, clustering coefficient and network elastic. ⅡTM transfer mode based on the process and SFM transfer mode based on web function are proposed. It also sums up keywords query mode and the index sequence effect of inquiry results.(5) It analyzes the influence mechanism of online tourism information seeking behavior and constructs the interpretation model based on Theory Reasoned Action and Technology Acceptance Model. The paper finds that the degree of tourism involved and the search motivation related with tourism information impact positively on the intention of seeking behavior. However personal characteristics, network skills, destination distance and other information search motivation have little effect.The intention results in different degrees of seeking, ranging from seeking of core information, seeking of supportable information to seeking of auxiliary information in turn. This dissertation attempts to make innovations in the following areas:(1)In research methods, the paper adopts multi-methods such as experimental observation (screen tracking), questionnaire investigation, complex network and network data mining. In particular, the experimental observation method adopted in the paper reflects intuitively the demand of online tourism information and trajectory of seeking behavior. This method makes up for the shortage of the traditional questionnaire method.(2) Based on the Genetic theory, the paper constructs the genetic model of online tourism information need--seeking behavior, and then proposes the structure level mode of online tourism information demand. It clarifies some basic concepts and analyzes the logic relationship among the information need, information demand, information desire and online tourism information demand.(3) From the seeking process perspective, the paper proposes the model of online tourism information seeking process (OTISP) based on Ellis’Activity Feature Model and Kuhlthau’s ISP Model. Viewing from the seeking transfer, the research found that the characteristic of station transfer is distinctive, which is the field website connected transfer Mode driven by Search Engine.The paper puts forward and verifies the interpretation model of online tourism information seeking behavior, and basically clarifies its influencing mechanism. The degree of tourism involved and information seeking motivation are the key factors that lead to the seeking intention. There exists a gradient connection between behavioral intention and seeking behavior.更多还原