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首页> 外文期刊>Technological forecasting and social change >The effects of online social networking on retail consumer dynamics in the attractions industry: The case of 'E-da' theme park, Taiwan
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The effects of online social networking on retail consumer dynamics in the attractions industry: The case of 'E-da' theme park, Taiwan

机译：在线社交网络对景点行业零售消费者动态的影响：以台湾“ E-da”主题公园为例

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摘要

Purpose of this study is to examine the trends in retail consumers' consumption dynamics and patterns of purchase behavior within this new-technology-mediated environment. A behavioral purchase model was developed and tested to understand the ways social networks influence the decision making of individuals planning to visit a theme park. In particular, the proposed model delineates how online social networking (OSN) experience factors affect actual use (AU) of social media for purchasing of theme park services through an assessment of perceived usefulness (PU) and perceived ease of use (PEOU). An electronic survey was conducted with members of a theme park's brand fan page on the Facebook social media site namely, the E-da World theme park in the southern Taiwanese city of Kaohsiung. Smart PLS 3, a partial least squares analysis, was employed to examine a series of eleven research hypotheses. The findings revealed a series of statistically significant influences from five exogenous variables on PU and PEOU, as well as the mediating role of PU on the PEOU-AU relationship. The results also provide important practical implications both for academics and practitioners by shedding light on the way social media works to encourage and support online purchasing of amusement services. (C) 2016 Elsevier Inc. All rights reserved.
机译：这项研究的目的是研究在这种新技术介导的环境中零售消费者的消费动态和购买行为模式的趋势。开发并测试了行为购买模型，以了解社交网络如何影响计划访问主题公园的个人的决策。特别地，所提出的模型通过评估感知有用性（PU）和感知易用性（PEOU）来描述在线社交网络（OSN）体验因素如何影响社交媒体用于购买主题公园服务的实际使用（AU）。在Facebook社交媒体网站上对主题公园品牌粉丝页面的成员进行了电子调查，该网站位于台湾南部城市高雄的E-da World主题公园。 Smart PLS 3是一种偏最小二乘分析，用于检验一系列十一个研究假设。研究结果揭示了五个外源变量对PU和PEOU的一系列统计显着影响，以及PU对PEOU-AU关系的中介作用。通过阐明社交媒体鼓励和支持在线购买娱乐服务的方式，研究结果还为学者和从业者提供了重要的实践意义。 （C）2016 Elsevier Inc.保留所有权利。

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