网络情境中积极情绪对旅游行为的影响机制研究
DOI:
https://doi.org/10.70693/rwsk.v2i4.373Keywords:
网络情境, 积极情绪, 旅游行为, 在线满意感, S-O-R理论Abstract
基于SOR理论，本文构建了网络情境下积极情绪影响旅游行为的理论模型，引入在线满意感与信任感为中介，社交互动强度为调节。通过320份问卷的结构方程分析发现：网络积极情绪显著提升潜在游客的在线满意感与信任感，进而促进重游意愿与在线口碑传播；积极情绪对冲动预订有直接正向影响；在线满意感与信任感起部分中介作用；社交互动强度正向调节积极情绪与口碑传播的关系。研究为理解数字旅游情绪传播提供了新视角，并对目的地与平台营销具有实践启示。
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