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首页> 外文期刊>Information systems and e-business management >Feeling leads to believing: a Kansei-based approach to explore website users' purchase intention in the travel agency sector
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Feeling leads to believing: a Kansei-based approach to explore website users' purchase intention in the travel agency sector

机译：感觉使人相信：基于关西的方法来探索旅行社行业中网站用户的购买意图

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摘要

Although website users' affective and cognitive perceptions interactively influence their purchase intention toward a company's website products, little research has simultaneously examined the effects of website users' perceived affective quality (PAQ) and perceived website quality (PWQ) on purchase intention (PI) in the travel agency sector. Particularly, the moderating roles of website users' perceived affective trust (PAT) and perceived cognition trust (PCT) on the PAQ-PWQ-PI interrelationships were explored. To this end, by applying the Kansei engineering approach, this study first collected the positive and negative affective words relevant to four travel product properties on the travel agency websites from related media sources and categorized them using the affinity diagram method. Multiple regression analysis of the interrelationships among PAQ, PWQ, and PI showed that certain PAQs (including content feeling unique, content feeling trustworthy, graphic feeling eye-catching, graphic feeling favorable price, and layout feeling comprehensive) had positive effects on PWQ. However, only certain PAQs (including color feeling relaxing, graphic feeling eye-catching, graphic feeling topical, and layout feeling humanistic) engendered positive effects on PI. Finally, multiple group analysis by structural equation modeling showed that only PAT had a moderating effect on the relationship between PAQ and PWQ. These results suggest that affective factors exerted more significant effects on website users' perceptions and behaviors than did cognitive factors in the travel agency website context. Drawing on the empirical findings, managerial implications and directions for future research are provided.
机译：尽管网站用户的情感和认知感知会交互影响他们对公司网站产品的购买意愿，但是很少有研究同时检查了网站用户感知情感质量（PAQ）和网站感知质量（PWQ）对购买意愿（PI）的影响。旅行社部门。特别是，探讨了网站用户的感知情感信任（PAT）和感知认知信任（PCT）在PAQ-PWQ-PI相互关系上的调节作用。为此，本研究首先采用Kansei工程方法，从相关媒体来源收集了旅行社网站上与四个旅行产品属性相关的正面和负面情感词，并使用亲和图法对其进行了分类。对PAQ，PWQ和PI之间的相互关系的多元回归分析表明，某些PAQ（包括内容感觉独特，内容感觉值得信赖，图形感觉醒目，图形感觉优惠的价格以及布局感觉全面）对PWQ有积极的影响。但是，只有某些PAQ（包括颜色感觉放松，图形感觉醒目，图形感觉主题和布局感觉人性化）对PI产生积极影响。最后，通过结构方程建模的多组分析表明，只有PAT对PAQ和PWQ之间的关系具有调节作用。这些结果表明，与旅行社网站环境中的认知因素相比，情感因素对网站用户的感知和行为影响更大。根据经验发现，提供了管理意义和未来研究的方向。

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