基于求新动机调节作用下的消费者善意与重游意愿的关系研究 ——以中国赴泰旅游者为例
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摘要
现有的关于重游意愿的研究主要集中于本国内的重游意愿的研究上，只有少数学者研究了跨国重游意愿，且鲜有学者将消费者善意作为重游意愿的影响因素进行研究。本文基于依恋理论和认知-情感-行为（意愿）关系理论，构建了消费者善意、旅游满意度和重游意愿的关系模型，并探讨了求新动机对消费者善意和旅游满意度之间的调节作用，本研究以有过泰国旅游经历的中国公民为研究对象，以泰国为目标善意国，采用问卷调查法收集数据，应用多层回归分析处理数据。研究发现，文化善意、景观善意和人民善意对重游意愿有显著的正向影响，旅游
满意度在文化善意、景观善意和人民善意与重游意愿之间起部分中介作用，求新动机负向调节人民善意和旅游满意度之间的关系。本文研究的结论在对泰国以及其他国家对中国公民的旅游宣传有一定实践指导意义，在对游客出国重游行为的影响因素研究上提供了新的研究思路。
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Chinese Journal of Social Science and Management Editorial Division
The Office of Research and Development, Panyapiwat Institute of Management
85/1 Moo 2, Chaengwattana Rd., Bang Talat, Pakkred, Nonthaburi 11120, Thailand
Tel. 02 855 01048 E-mail: cjssm@pim.ac.th
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