旅游消费者在线购买旅游产品的信任度、满意度及忠诚度研究

中国在线旅游市场方兴未艾,旅游消费者在线购买旅游产品的信任度、满意度及忠诚度已成为旅游业界和学界关注的重要课题。本文运用结构方程模型以考察对旅游消费者在线购买旅游产品信任度、满意度和忠诚度产生影响的因子以及各自的影响关系,其中,导航功能、安全感知、交易费用作为自变量,信任度和满意度作为中间变量,忠诚度作为因变量。通过社会调查收集数据并进行分析发现：导航功能、安全感知对信任度产生显著的正向影响;交易费用尽管对信任度并没有显著影响,但其通过中间变量满意度对信任度有间接影响;满意度对信任度产生显著的正向影响,而且两者都会对忠诚度产生显著的正向影响。

A Study on Tourism Consumers' Trust,Satisfaction and Loyalty in Online Purchasing

With the booming tourism e-commerce, tourism consumers＇ trust, satisfaction and loyalty in online purchase of tourism products have become the focus of both tourism academics and practitioners. The paper aimed to identify the factors that influence the three. Based on a literature review, it proposed a structural equation model to examine the relationships among the variables, navigation functionality, perceived security, and transaction cost as independent variables, trust and satisfaction as mediating ones, and loyalty as a dependent one. The results show that both navigation functionality and perceived security have a significantly positive impact on trust, but neither on the transaction cost, whose indirect influence on trust is mediated by satisfaction. In addition, it was found that satisfaction has a significantly positive impact on trust and so do both of them on loyalty.