基于二元Logistic回归的重庆乡村新型民宿接受机制研究

A Binary Logistic Regression-Based Study on the Acceptance Mechanism of New-Type Rural Homestays in Chongqing

摘要: 在乡村旅游高质量发展背景下，探究游客对新型民宿的接受机制对于产品创新与市场引导具有重要意义。本研究以重庆乡村新型民宿为对象，在界定其智能技术体验、空间设计创新、自然沉浸融合三大特征的基础上，融合技术接受模型(TAM)与计划行为理论(TPB)，构建接受机制模型。通过对483份调查问卷样本的二元Logistic回归分析发现，行为态度、主观规范、感知行为控制显著正向影响接受意愿，感知有用性呈边缘显著性，感知易用性与感知创新性虽然未达显著水平，但影响方向与理论一致，表明消费者更依赖实用主义价值感知与社会信任机制，而非技术酷炫和造型新奇。研究揭示了TAM与TPB整合框架在解释乡村新型民宿消费意愿中的适用性，并为地方政府与民宿经营主体在产品优化、市场细分及政策工具优化等方面提供理论支撑与实证参考。

Abstract: Against the backdrop of the high-quality development of rural tourism, understanding tourists’ acceptance mechanisms of new-type homestays is of great significance for product innovation and market guidance. Taking new-type rural homestays in Chongqing as the research object, this study first identifies their three major characteristics: intelligent technology experience, spatial design innovation, and nature-immersion integration. Based on these characteristics, an acceptance mechanism model is constructed by integrating the Technology Acceptance Model (TAM) and the Theory of Planned Behavior (TPB). Using binary logistic regression on 483 questionnaire samples, the empirical results show that attitude toward behavior, subjective norms, and perceived behavioral control have significant positive impacts on acceptance intention. Perceived usefulness exhibits marginal significance, while perceived ease of use and perceived innovativeness are not statistically significant, though their effect directions are consistent with theoretical expectations. This suggests that consumers rely more on practical value perception and social trust mechanisms rather than technical novelty or novel appearance. This study demonstrates the applicability of the TAM-TPB integrated framework in explaining consumption intentions toward rural new-type homestays and provides theoretical and empirical support for local governments and homestay operators in product optimization, market segmentation, and optimization of policy instruments.