중국 테마파크의 체험경제요소가 만족, 감동 및 SNS 구전의도에 미치는 영향: 성별의 조절효과

Abstract

Despite the COVID-19 pandemic, China's theme parks recovered quickly after a brief hiatus and became one of the most popular outdoor activities. However, the issues of high ticket fees and low revisit rates are becoming constraints on the continued growth of Chinese theme parks. The objective of this study is to explore the effects of experience economy factors on satisfaction, delight, and SNS word-of-mouth intention in Chinese theme parks and examine the moderating effects of gender on relationships. For analysis purposes, three theme parks in the Fujian province of China were selected for the survey for four months from June 4 to October 5, 2021. A total of 458 questionnaires were finally selected as valid samples and used for empirical analysis, excluding the questionnaires that were omitted or written insincerely. The questionnaires collected in this study were analyzed using the statistical programs SPSS 27.0 and AMOS 27.0. First, frequency analysis was performed to identify the demographic characteristics of the collected questionnaires. Second, this study verified the reliability of the measurement items through Cronbach's α. Third, confirmatory factor analysis was performed to verify the validity. Fourth, correlation analysis was performed to determine the relationship between each variable. Finally, the model fit and hypothesis testing were verified through the structural equations model. The analysis results of this study are as follows. First, the experience economy factors of Chinese theme parks include entertainment experience, education experience, escapism experience and esthetic experience. Second, entertainment experience, education experience and esthetic experience were found to have a positive effect on satisfaction. but it was found that escapism experience did not affect satisfaction. Therefore, hypothesis 1 was partially accepted. Third, it was found that escapism experience and esthetic experience have a positive influence on delight, but entertainment experience and education experience did not have an influence on delight. Hypothesis 2 was partially accepted. Fourth, satisfaction had a positive effect on delight, and satisfaction and delight also had a significant influence on SNS word-of-mouth. So Hypothesis 3, Hypothesis 4 and Hypothesis 5 were accepted. Finally, as a result of examining the moderating role of gender on the influence relationship between the constructs of this research model, it was confirmed that only a portion had a moderating effect.