城市居民旅游信贷消费意愿影响因素研究旅游管理专业论文.docxVIP

研究结果表明，直接影响消费者的旅游信贷消费业务使用意愿的 研究结果表明，直接影响消费者的旅游信贷消费业务使用意愿的 因素包括感知有用性、相容性、使用态度，且均正向影响使用意愿。 直接影响使用态度的因素包括感知有用性、感知风险、相容性和个人 创新性，其中感知有用性、相容性和个人创新性正向影响使用态度， 感知风险负向影响使用态度。证实了使用态度在旅游信贷消费意愿模 型中的中介作用，使用态度是个人创新性、感知风险与使用意愿之间 的完全中介，是相容性、感知有用性与使用意愿之间的部分中介。感 知易用性仅与感知有用性正相关，不对旅游信贷消费的使用态度产生 影响。人口统计特征也对旅游信贷消费模型的关键变量产生一定的影 响作用。 最后，本研究根据研究结果，提出了未来发展旅游信贷消费的相 关建议。第一，以消费者需求为导向，提高旅游信贷消费业务的有用 性：第二，提高消费者与旅游信贷消费产品的相容性，进行针对性营 销；第三，降低消费者对旅游信贷消费产品的感知风险。 关键词：旅游信贷消费，使用意愿，使用态度 n ABSTRACTThe ABSTRACT The tourism credit consumption is a new way of credit which is provided by the bank for consumers to Pay for travel expenses．It came to China in 1 999．Atter years of development，tourism credit consumption is not as popular as the other consumer credit．However,in recent years along with the rapid development of credit cards，it began to change the form of tourism credit consumption from traditional travel loans to installment credit．The installment credit can，on one hand，provide consumers more convenient，stimulate travel demand，on the other hand， make travel companies and banks expand their marketing channels and change the traditional profit model of tourism enterprises．Based on this understanding，tourism enterprises and banks are promoting a large number of tourism consumer credit products．However，it is still a question whether consumers will accept this kind of new products．So this article aims to research the factors of consumer willingness to use tourism credit consumption． At the present time，most of our related study still remain on the simple qualitative investigation，and there is a few empirical study from a consumer point of view．This article，based on the Technology Acceptance Model(TAM)and Innovation Diffusion Theory(IDT)，aims to study the consumer intention to the tourism credit consumption．We construct the conceptive model of our research combined with the characteristic of the tourism business，and then use Factor Analysis， Structural Equation Modeling，ANOVA and SO on to verify the as