.........................................................................................................................I ABSTRACT .........................................................................................................................II 1 绪论 ....................................................................................................................................1 1.1 研究背景 .................................................................................................................1 1.1.1“互联网+旅游”发展趋势.............................................................................1 1.1.2 社交媒体的发展趋势 ..................................................................................1 1.1.3 微信在旅游业的应用 ..................................................................................1 1.2 研究目的与意义 .....................................................................................................2 1.2.1 研究目的 ......................................................................................................2 1.2.2 研究意义 ......................................................................................................2 1.3 研究内容和方法 .....................................................................................................2 1.3.1 研究内容 ......................................................................................................2 1.3.2 技术路线 ......................................................................................................3 1.3.3 研究方法 ......................................................................................................3 1.4 创新与不足 .............................................................................................................4 2 文献综述与理论基础 ........................................................................................................5 2.1 概念界定 .................................................................................................................5 2.1.1 微信的属性 ..................................................................................................5 2.1.2 微信的功能 ..................................................................................................5 2.1.3 旅游决策 ......................................................................................................6 2.2 文献综述 .................................................................................................................6 2.2.1 关于旅游决策模型的研究 ..........................................................................6 2.2.2 网络信息对旅游决策过程的影响 ............................................................11 2.2.3 关于微信研究进展 ....................................................................................13 2.3 相关理论基础 .......................................................................................................14 2.3.1 感知价值理论 ............................................................................................14 2.3.2 郭克锋旅游决策模型 ................................................................................14 3 研究设计 ..........................................................................................................................16 3.1 微信影响下的旅游决策行为过程 .......................................................................163.2 旅游者决策前信息获取的特点 ...........................................................................17 3.3 研究假设 ...............................................................................................................18 3.3.1 理论模型构建 ............................................................................................18 3.3.2 变量定义与研究假设 ................................................................................18 3.4 问卷设计与数据回收 ...........................................................................................21 3.4.1 问卷设计 ....................................................................................................21 3.4.2 量表设计 ....................................................................................................22 3.4.3 问卷发放与回收 ........................................................................................23 4 数据分析与结果 ..............................................................................................................25 4.1 描述性统计分析 ...................................................................................................25 4.1.1 样本的基本特征 ........................................................................................25 4.1.2 描述性统计分析 ........................................................................................26 4.2 信度和效度分析 ...................................................................................................27 4.2.1 信度分析 ....................................................................................................27 4.2.2 效度分析 ....................................................................................................29 4.3 因子分析 ...............................................................................................................30 4.3.1 自变量主成分分析 ....................................................................................30 4.3.2 中间变量主成份分析 ................................................................................33 4.3.3 因变量主成份分析 ....................................................................................33 4.4 相关分析 ...............................................................................................................34 4.4.1 自变量与中间变量的相关分析 ................................................................34 4.4.2 自变量与因变量的相关分析 ....................................................................34 4.4.3 感知价值与旅游决策的相关分析 ............................................................35 4.5 回归分析 ...............................................................................................................35 4.5.1 自变量与中间变量的回归分析 ................................................................35 4.5.2 自变量与因变量的回归分析 ....................................................................36 4.5.3 中间变量与因变量的回归分析 ................................................................38 4.6 模型假设验证结果 ...............................................................................................38 5 研究结论及建议 ..............................................................................................................40 5.1 研究结论 ...............................................................................................................40 5.2 营销建议 ...............................................................................................................415.2.1 打造有吸引力的旅游信息，重视微信口碑营销 ....................................41 5.2.2 增强用户粘性，建立信任感 ....................................................................41 5.2.3 提升旅游微信功能，丰富用户体验 ........................................................42 5.2.4 构建微信旅游生态体系，创新营销思路 ...............................................42 5.3 研究的不足与展望 ...............................................................................................43