摘要
葡萄酒文化旅游作为朝阳产业,是当前文化旅游研究和实践的一大热点。文章基于技术接受模型(TAM)与计划行为理论(TPB)的理论与应用基础,构建模型并提出研究假设,利用SPSS 22.0软件和AMOS 24.0进行实证研究。研究结果表明:社会规范、行为控制、感知易用性是影响消费者对葡萄酒文化旅游行为意向的关键因素,社会规范受行为控制与感知易用性的影响,同时行为控制提升葡萄酒文化旅游的感知易用性。
As a sunrise industry,wine cultural tourism is a hot spot in the research and practice of cultural tourism.Based on the theory and application of Technology Acceptance Model(TAM)and Theory of Planned Behavior(TPB),this paper construct the model and puts forward the research hypotheses,and uses SPSS 22.0 software and AMOS 24.0 to carry on the empirical research.The results showed that social norms,behavior control and perceived ease of use are the key factors affecting consumers’intention to conduct wine cultural tourism,and social norms are influenced by behavior control and perceived ease of use.At the same time,Behavioral control improves the perception of wine culture tourism use.
作者
赵耀
张文丽
赵菲儿
林富强
ZHAO Yao;ZHANG Wen-li;ZHAO Fei-er;LIN Fu-qiang(Yantai Research Institute,China Agricultural University,Yantai Shandong 264670,China)
出处
《食品与发酵科技》
CAS
2019年第6期98-105,共8页
Food and Fermentation Science & Technology
基金
中国农业大学校内科研基金（U20183083）
关键词
葡萄酒文化旅游
行为意向
结构方程模型
wine culture tourism
behavior intention
structural equation model
