資源描述：
《在線旅游感知風(fēng)險(xiǎn)與預(yù)訂行為分析——基于產(chǎn)品類型與消費(fèi)經(jīng)驗(yàn)的視角》由會(huì)員上傳分享，免費(fèi)在線閱讀，更多相關(guān)內(nèi)容在行業(yè)資料-天天文庫(kù)。
1、ABSTRACTInrecentyears，謝mtlleincreaseofpeople’stmVeldemaIldandther印iddeVelopmentofe-tourism，moreaIldmoreconsumerschoosetobooktraVelonline．Atpresent，perceiVedrisk(PR)haSbecomeanimportantpartofmeoIllinetravelbookingbehaViorresearch．Andm砒1yresearChershaveprovedthatperceivedriskisaIlimponaIltf．a(chǎn)c
2、tora丘宅ctingtheonlinetraVelboo虹ngbehaVior．However，mostofthesestudiesdidnott￡救etlledi彘rencebe帆eenproductsandconsumersintoconsideration．Tmspaperdida11in-d印thstudyoftherelationshipbetWeentheperceivedriska11dtheultimateboo妯ngintention，baSedonpreviouscustomerbehaVioralresearchesandcombined謝tllthec
3、haraCteristicsofonlinetraVelinChina．First．thisstudydescribedthetheo巧ofpl鋤edbehaVior(TPB)，perceivedrisk(PIUandotherrelatedtheories．Second，onlinenjaVelbookingbehaViormodelisestablished，usingthe’rPBmodelandPR．Third，questioIlIlaireswereconductedthrou曲onlineandomillea11ddiVidedintofourcategoriesa
4、ccordingtotheproductt)，peaJldconsuIIler’experience．Fin甜ly，relationsllipbetweentIleonlinetravelbookingintentionaIldperceiVedrisk、VausteStedforeachofthesefour夠pes．ItwaSfo吼dthatcons啪ershadstrongerbooking缸entionforsimpleproductsthallcomplexproducts，aIldmeywouldpaymorea位entiontofmancialriska11dti
5、meriskwhenbookingsimpleproductsbutperf-omanceriskforconlplexproducts；Experiencedcustomersbookingintentioniss打ongermaninexperiencedones，andinexperiencedcuStomerS、veremoresusc印tibletotheinfluenceofthesocial—pSycbologicalriskaIldpriVacyrisk．BaSedonmeresearchfindings，anumberofrecommendationswere
6、putfonⅣardtoknowthecustomerdemanda11dimprovethequalityoftheonline仃avelseⅣice．KeyWords：onlinetraVelproducts，TPB，perceiVedrisk，customerexperience，producttypesIIABSTRACTII目錄目錄第一章引言??????????????????????????l1．1研究背景?????????????????????????11．1．1中國(guó)在線旅游預(yù)訂市場(chǎng)發(fā)展現(xiàn)狀???????????????l1．1．2國(guó)內(nèi)在線旅游市場(chǎng)競(jìng)爭(zhēng)狀況???
7、???????????????21．2研究目的和意義???????????????????????31．2．1在線旅游研究的理論價(jià)值???????????????????31．2．2在線旅游研究的現(xiàn)實(shí)意義???????????????????31．3論文結(jié)構(gòu)??????????????????????????31．4研究方法??????????????????????????4第二章研究回顧????????????????????????52．1計(jì)劃行為理論?????????????????
