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MBA毕业论文_交媒体中仪式行为对出游意愿影响研究-以_抖音_打卡旅游短视频为例PDF

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内容简介
社交媒体的发展正在不断重塑旅游者行为,越来越多的旅游者使用社交媒体 搜寻、分享、总结其旅游活动。特别是在目的地信息搜索和旅游决策方面,社交 媒体已成为现代旅游者的首选方式。社交媒体在旅游者决策中扮演越来越重要的 角色。“抖音”作为短视频类社交媒体,掀起了打卡旅游热潮,并造就了一批“网 红旅游城市”。仪式与人类活动密切相关,近年来在消费学、营销学、旅游学中 均展开了对仪式的探讨。打卡旅游中因遵循固定的打卡脚本表现出明显的仪式特 征,仪式理论对“抖音”中的打卡旅游具有极强的解释力。基于此,提出本文研 究内容:“抖音”打卡旅游短视频中的仪式行为对影响观看者出游意愿如何,情 绪感染在此过程中是否扮演中介作用,观看者的仪式地位是否调节了仪式效应。 本研究主要采取实验研究法开展。首先,对仪式发展脉络及其在旅游领域中 的相关研究进行整理归纳,形成研究综述,奠定本文的理论基础。其次,本研究 一共设计了三个相互关联的实验来验证提出的假设,并通过情境还原、问卷调查 两种方式收集实验数据。最后采用SPSS软件对实验数据进行分析,分析方法主 要包括样本描述性统计分析、T检验、方差分析、回归分析等。 本研究主要得出以下结论:(1)在观看打卡旅游短视频情境下,视频拍摄者 的仪式行为对观看者出游意愿有显著影响。(2)在观看打卡旅游短视频情境下, 视频拍摄者的仪式行为通过情绪感染,对观看者出游意愿产生影响。其中,情绪 感染起到完全中介作用。(3)观看者所处的仪式地位调节了仪式行为对出游意愿 的主效应,但未调节仪式行为对情绪感染的效应。 【关键词】互动仪式链;仪式行为;出游意愿;情绪感染;仪式地位 II Abstract Social media is constantly reshaping tourists’ behavior. More and more tourists use social media to search, share and summarize their travel activities. Especially in destination information search and travel decision-making, social media has become the preferred method for modern tourists. Tik Tok as a short video APP has brought the boom of Check-In-Travel which has made some travel cities popular. Ritual is closely related to human activities. In recent years, the ritual has been discussed in consumer behavior, marketing, and tourism field. Because of following the fixed script, Check- In-Travel shows obvious ritual characteristics. The ritual theory has a strong power to explain the Check-In-Travel behavior in Tik Tok. Based on this, we proposed: whether the ritualized behavior in Tik Tok’s Check-In-Travel will affect the viewer's travel intention or not, whether emotional contagion plays an intermediary role in this process, and whether the ritual status of the viewer regulates the ritual effect. This article mainly adopts the experimental research method to carry out this research. First, we summarize the development of the ritual and related research in the field of tourism to form a research review and lay the theoretical foundation for this article. Second, this study designed three interrelated experiments to verify the proposed hypothesis and collected experimental data by questionnaire. Finally, SPSS software is used to analyze the experimental data. The analysis methods include sample descriptive statistical analysis, T-test, ANOVA analysis, regression analysis, etc. This study mainly draws the following research conclusions: (1) In the context of watching a short video of Check-In-Travel, the ritualized behavior in this video has a significant impact on the viewers’ travel intention; (2) When watching the Check-In- Travel video, the ritualized behavior affect viewers’ travel intention through emotional contagion. Among them, emotional infections play a full intermediary role. (3) Viewers’ ritual status regulates the main effect of ritualized behavior on travel intention, but it didn’t regulate the effect of ritualized behavior on emotional contagion. Keywords: Interaction Ritual Chains, Ritualized behavior, Travel intention, Emotional Contagion, Ritual status III 目录 摘要 ............................................................................................................................... I Abstract ........................................................................................................................ II 1.绪论 ............................................................................................................................ 1 1.1研究背景与问题提出.............................................................................................. 1 1.1.1研究背景........................................................................................................... 1 1.1.2研究问题........................................................................................................... 3 1.2研究目的与意义...................................................................................................... 3 1.2.1研究目的........................................................................................................... 3 1.2.2研究意义........................................................................................................... 4 1.3研究思路与内容安排.............................................................................................. 4 1.4研究方法.................................................................................................................. 5 1.5技术路线与研究设计.............................................................................................. 6 1.6研究创新.................................................................................................................. 8 2.理论基础与文献综述 ................................................................................................ 9 2.1仪式.......................................................................................................................... 9 2.1.1仪式研究发展历程:从神圣到世俗............................................................... 9 2.1.2仪式、仪式行为概念界定............................................................................. 10 2.1.3日常生活中的消费仪式................................................................................. 11 2.2仪式与旅游............................................................................................................ 12 2.3互动仪式链............................................................................................................ 14 2.4情绪感染理论........................................................................................................ 16 3.仪式行为对出游意愿影响研究 .............................................................................. 18 3.1实验目的................................................................................................................ 18 3.2实验假设................................................................................................................ 19 3.3.实验前测................................................................................................................ 20 3.3.1确定合适的打卡旅游视频内容(前测一)................................................. 20 3.3.2确定合适的打卡旅游视频文字描述(前测二)......................................... 22 3.4实验素材................................................................................................................ 23 3.5被试选取................................................................................................................ 24 3.6实验过程................................................................................................................ 24 3.7变量测量和信效度检验........................................................................................ 25 3.8数据分析与结果.................................................................................................... 25 3.8.1分析软件......................................................................................................... 25 3.8.2操纵检验......................................................................................................... 25 3.8.3假设检验......................................................................................................... 26 3.9实验一讨论............................................................................................................ 27 4.情绪感染对仪式效应影响研究 .............................................................................. 28 4.1实验目的................................................................................................................ 28 IV 4.2实验假设................................................................................................................ 28 4.3实验素材................................................................................................................ 29 4.4实验前测................................................................................................................ 31 4.5被试选取................................................................................................................ 31 4.6实验过程................................................................................................................ 32 4.7变量测量和信效度检验........................................................................................ 33 4.8数据分析与结果.................................................................................................... 34 4.8.1分析软件......................................................................................................... 34 4.8.2操纵检验......................................................................................................... 34 4.8.3假设检验......................................................................................................... 34 4.9实验二讨论............................................................................................................ 35 5.仪式地位对仪式效应影响研究 .............................................................................. 37 5.1实验目的................................................................................................................ 37 5.2实验假设................................................................................................................ 38 5.3实验素材................................................................................................................ 39 5.4实验前测................................................................................................................ 39 5.5被试选取................................................................................................................ 40 5.6变量测量和信效度检验........................................................................................ 40 5.7实验过程................................................................................................................ 41 5.8数据分析与结果.................................................................................................... 42 5.8.1分析软件......................................................................................................... 42 5.8.2操纵检验......................................................................................................... 42 5.8.3假设检验......................................................................................................... 42 5.9实验三讨论............................................................................................................ 45 6.结论与展望 .............................................................................................................. 47 6.1研究结论................................................................................................................ 47 6.2研究启示与建议.................................................................................................... 47 6.2.1理论启示......................................................................................................... 47 6.2.2营销建议......................................................................................................... 48 6.3研究不足与未来展望............................................................................................ 49 6.3.1研究不足......................................................................................................... 49 6.3.2未来展望......................................................................................................... 50。。。。。。以下内容略
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