规划不可购买的东西——盲盒旅游如何提升购买意愿

IF 4.5 3区 管理学 Q1 BUSINESS
Lianping Ren, Caiwei Ma
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引用次数: 4

摘要

盲盒概念在中国首次被应用于旅游营销,并引起了极大的关注。本研究以认知评价理论和信息差距理论为指导,调查游客在接受或回避这种形式的旅游产品时的行为心理。通过在测试模型中整合刺激、情绪唤醒(新颖性、神秘性、好奇心和风险感知)和行为意图,一项有343个有效答案的调查得出了信息差距矛盾作用的重要发现(提高了感知的新颖性、感知的神秘性和好奇心,但同时增加了风险感知)。此外,好奇心在盲盒概念应用于旅游产品中也起着调节作用。讨论了影响。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Planning the unplannable—How blind box tourism boosts purchase intentions
For the first time in China, blind box concept has been applied to tourism marketing, and it has attracted tremendous attention. Guided by cognitive appraisal theory and information gap theory, this study investigates the behavioral psychology of tourists in embracing or avoiding this form of tourism product. By integrating stimuli, emotional arousal (novelty, mystery, curiosity, and risk perception), and behavioral intention in the testing model, a survey with 343 valid answers leads to important findings of the paradoxical role of information gap (raising perceived novelty, perceived mystery, and curiosity but increasing risk perception simultaneously). In addition, there is a moderating role for curiosity in the application of the blind box concept to tourism products. Implications are discussed.
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来源期刊
CiteScore
9.70
自引率
15.70%
发文量
54
期刊介绍: Journal of Vacation Marketing is a fully peer reviewed international journal that publishes original research and review articles on topics relating to the marketing of destinations and businesses/organisations involved in the wider tourism, hospitality and events industries. Its objective is to provide a forum for the publication of refereed academic papers and reviewed practitioner papers which are of direct relevance to industry, while meeting the highest standards of intellectual rigour.
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