VR旅游体验如何影响游客行为？研究发现沉浸感与环保意识是关键。
Exploring the impact of virtual reality user engagement on tourist behavioral response integrated an environment concern of touristic travel perspective: A new hybrid machine learning approach
- 结合人机交互与叙事运输理论，提出混合机器学习模型分析用户参与度
- 沉浸感、美感等六大因素直接影响实地旅游意愿，环保意识起调节作用
- 首次融合反射与形成性构念，适合研究复杂旅游行为的学者参考
受新冠疫情影响，景区被迫转向虚拟现实（VR）等新型导览方式。基于人机交互（HCI）用户参与度与叙事运输理论，本文构建并检验了一个理论框架，采用混合偏最小二乘结构方程模型（PLS-SEM）与人工神经网络（ANN）方法，探究疫情期间用户参与度对游客影像化旅游意愿（ITI）及实地旅游意愿的影响。进一步提出一种新混合方法：反映与形成性混合PLS-SEM-ANN（FRPSA），同时纳入反射性与二阶形成性构念，发挥各自优势。基于游客样本数据，结果表明：（a）用户参与度（包括感知投入、美学吸引力、可用性、专注力、持久性、新颖性）均直接正向影响实地旅游意愿；（b）旅游环境关切（EC）正向调节用户参与度与实地旅游意愿的关系；（c）EC负向调节影像化旅游意愿与实地旅游意愿的关系；（d）影像化旅游意愿在用户参与度与实地旅游意愿之间起中介作用；（e）感知投入与美学吸引力既具有线性显著性，也具有非线性重要性。最后讨论了理论贡献与实践启示。
原文摘要 · Abstract (English)
Due to the impact of the COVID-19 pandemic, new attractions ways are tended to be adapted by compelling sites to provide tours product and services, such as virtual reality (VR) to visitors. Based on a systematic human-computer interaction (HCI) user engagement and Narrative transportation theory, we develop and test a theoretical framework using a hybrid partial least squares structural equation model (PLS-SEM) and artificial neural network (ANN) machine learning approach that examines key user engagement drivers of visitors' imagery and in-person tour intentions (ITI) during COVID-19. Further, we proposed a novel and hybrid approach called Reflective and Formative PLS-SEM-ANN (FRPSA) with considering both reflective and second-order formative constructs in PLS-SEM giving scope to their different advantages in a complex model. According to a sample of visitors' responses, the results demonstrate that a) user engagement, including felt involvement, aesthetic appeal, perceived usability, focused attention, endurability, and novelty, all directly affect in-person tour intentions; b) environment concern of touristic travel (EC) positively moderates the relationships between user engagement and ITI; c) EC negatively moderates the relationships between imagery and ITI; d) imagery exerts the mediating effect between user engagement and ITI; e) the felt involvement and aesthetic appeal show both the linear significance impact and nonlinear importance. Finally, contributions to theories and practical implications are discussed accordingly.
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