旅游者权力对旅游者满意影响的实证研究——感知控制的中介作用及消费经验的调节作用

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。

An Empirical Study of the Impact of Tourists' Power on Their Satisfaction: Mediating Effect of Perceived Control and Moderating Effect of Consumption Experience

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.