重庆太空舱乡村民宿旅游消费意愿影响因素研究

Research on the Influencing Factors of Tourism Consumption Intention in Chongqing’s Capsule-Style Rural Homestays

摘要: 为探究消费者对太空舱乡村民宿这一新型乡村旅游住宿产品的消费意愿影响机制，本研究基于技术接受模型(TAM)与计划行为理论(TPB)构建整合模型，引入感知有用性、感知易用性、感知创造性、行为态度、主观规范、感知行为控制与旅游消费意愿七个潜变量。通过问卷调查收集483份有效样本数据，采用SmartPLS进行PLS-SEM结构方程模型分析。研究结果表明：感知有用性、感知易用性、感知创造性均显著正向影响行为态度；行为态度、主观规范和感知行为控制均显著正向影响旅游消费意愿；三类感知变量还通过行为态度对消费意愿产生间接影响。模型解释力(R²)与预测力(Q²)指标良好，验证了整合模型的适用性。研究结论拓展了TAM-TPB模型在新兴乡村民宿旅游产品领域的应用，为太空舱民宿的产品优化与市场推广提供理论支持与实践启示。

Abstract: In order to explore the mechanism of consumers’ influence on the consumption intention of capsule-style rural homestays, a new type of rural tourism accommodation product, this study constructs an integrated model based on the Technology Acceptance Model (TAM) and the Theory of Planned Behavior (TPB) and introduces seven latent variables of perceived usefulness, perceived ease of use, perceived innovativeness, attitude, subjective norm, perceived behavioral control and tourism consumption intention. 483 valid sample data were collected through questionnaires and analyzed by PLS-SEM structural equation modeling using SmartPLS. The results show that: perceived usefulness, perceived ease of use, and perceived innovativeness all significantly and positively affect behavioral attitudes; attitude, subjective norm, and perceived behavioral control all significantly and positively affect tourism consumption intention; and the three types of perceptual variables also have an indirect effect on consumption intention through behavioral attitudes. The indicators of model explanatory power (R²) and predictive power (Q²) are good, verifying the applicability of the integrated model. The findings expand the application of TAM-TPB model in the field of emerging capsule-style rural homestays tourism products, providing theoretical support and practical insights for product optimization and marketing of capsule-style rural homestays.