Research on the Influence Mechanism of Regional Brand Trust on Cross-provincial Tourism Shopping Behavior——The Moderating Role of Regional Brand Types
Regional brand is an important channel for cross-provincial tourists to obtain information about tourism commodities.Based on the TPB theory,we explore the influence mechanism of regional brand trust on cross-provincial tourists'willingness to purchase tourism commodities.The study find that:regional brand trust positively influences cross-provincial tourists'purchase attitudes and willingness,regional brand trust and atti-tudes mediate the influence of subjective norms on purchase willingness;regional brand type moderates the paths of"subjective norms-regional brand trust"and"regional brand trust-purchase willingness".The regional brand type moderates the two paths of"subjective norms-regional brand trust"and"regional brand trust-intention to purchase",and when the regional tourism commodity brand is dependent type,the regional brand trust has a significant effect on purchase intention,and subjective norms have a greater effect on regional brand trust.
tourist commoditiescross-provincial touristspurchase intentiontheory of planned behaviorregional brand trustregional brand type
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