摘要
随着互联网技术的发展，在线定制旅游日益受到消费者青睐，关于在线定制旅
游消费意愿的研究也越来越广泛。同时大数据技术与人工智能的发展，使得在线定制
旅游的流程更加高效便捷，智慧旅游时代来临。尽管在线定制旅游智能化服务兼具效
率与成本优势，但是在面临高情感性、个性化的定制任务时，人工化定制受到旅游者
的普遍欢迎。同时，中国在线定制旅游仍处于发展初期，营销模式还有待完善。为充
分发挥智能化定制模式与人工化定制模式的比较优势，为游客提供高品质旅游服务，
增强旅游者对定制游服务的认可，帮助旅游企业赢得市场竞争优势、扩大市场份额，
本研究基于解释水平理论以及技术接受模型，从消费者心理距离视角出发，探索时间
距离(出行时间)、空间距离(目的地)、出游动机与在线定制模式(智能化 vs.人工化)对
在线定制旅游消费意愿的影响以及感知有用性、感知易用性的中介作用。
通过在线定制旅游消费意愿、在线定制旅游的智能化与人工化、心理距离相关文
献梳理，提出研究假设，构建心理距离、出游动机与在线定制模式对在线定制旅游消
费意愿的影响模型。基于旅游网站实际定制流程设计不同时间距离、空间距离、出游
动机下的实验情境，通过调查软件发放问卷收集实验数据，对实验数据采用统计分析
软件 SPSS25.0进行信效度分析、方差分析、中介效应检验等。
研究结果表明：(1)当消费者在近期将来出行时(vs.远期将来出行)，智能化定制模
式比人工化定制模式下定制旅游方案的消费意愿更高。(2)当消费者准备去周边旅游时
(vs.境外游)，智能化定制模式比人工化定制模式下定制旅游方案的消费意愿更高。(3)
出行时间、目的地只有与旅游方案定制模式解释水平匹配的情况下，定制旅游的消费
意愿才会更高。感知有用性在该解释水平一致性效应中发挥了中介作用。(4)当消费者
出于探亲访友(vs.探求新奇)的动机在近期将来出行时(vs.远期将来出行)，智能化定制
模式比人工化定制模式下定制旅游方案的消费意愿更高。其中，感知有用性发挥了中
介作用。(5)当消费者出于探亲访友(vs.探求新奇)的动机准备去周边旅游时(vs.境外游)，
智能化定制模式比人工化定制模式下定制旅游方案的消费意愿更高。其中，感知有用
性发挥了中介作用。(6)在上述影响过程中，感知易用性均没有发挥中介作用。因此，
旅游服务提供商根据消费者的心理距离感知以及出游动机，针对性地提供智能化或人
工化定制模式，能够促进消费者的消费意愿。该研究结论丰富了在线定制旅游定制模
式对消费意愿的影响研究，也从心理距离的视角为定制旅游服务改进提供了有效建
议。
关键词：消费意愿；解释水平；心理距离；出游动机；定制模式；感知有用性
ABSTRACT
Withthe developmentofInternettechnology, onlinecustomizedtourismis
increasingly favored by consumers,and the research on onlinecustomized tourism
consumption intention is more and more extensive. At the same time, the development of
big data technology and artificial intelligence makes the process of online customized
tourism more efficient and convenient, and the era of smart tourism is coming. Although
online customized tourism intelligent services have advantages of efficiency and cost,
artificial customization is widely welcomed by tourists in the face of highly emotional and
personalized customization tasks. At the same time, China's online customized tourism is
still in the early stage of development, and the marketing model needs to be improved. In
order to give full play to the comparative advantages of intelligent customization mode and
artificial customization mode, in order to provide the tourists with high-quality tourism
services, in order to increase the tourists recognition of customized travel service, and help
the enterprise win the market competitive advantage of tourism, expand market share, this
study based on the theory of construal level as well as the technology acceptance model,
from the perspective of consumers’ psychological distance, explore the effects of temporal
distance(travel time),spatialdistance (destination),travelmotivation andonline
customization patterns (intelligent vs. artificial) on online customized tourism consumption
intention and the mediating roles of perceived usefulness and perceived ease of use.
Through reviewing literature about online customized tourism consumption intention,
intelligent and artificialonline customized tourism,psychological distance, research
hypotheses are proposed, and the impact model of psychological distance, travel motivation
and online customization mode on online customized tourism consumption intention is
constructed. Based on the actual customization process of tourism websites, experimental
situations under different time distance, space distance and travel motivation were designed.
Questionnaires were issued through the survey software to collect experimental data.
Reliability and validity analysis, variance analysis and mediation effect test were conducted
on the experimental data by statistical analysis software SPSS25.0.
The results show that:(1) When consumers travel in the near future (vs. travel in the
long-term future), the consumption intention of customized tourism plan in intelligent
customization modeis higher thanthat in artificialcustomization mode.(2)When
consumers plan to travel to surrounding areas (vs. overseas tourism), the consumption
intention of customized travel plan in intelligent customization mode is higher than that in
artificial customization mode. (3)The consumption intention of customized tourism will be
higher only when the travel time and destination match the construal level of customized
tourism plan mode. Perceived usefulness played a mediating role in this effect. (4)When
consumers travel in the near future (vs. travel in the long-term future) for the motive of
visiting relatives andfriends (vs. exploringnovelty), the consumptionintention of
customized tourism plan in intelligent customization mode is higher than that in artificial
customization mode. Among them, perceived usefulness plays a mediating role. (5)When
consumers plan to travel around (vs. overseas tourism) for the motive of visiting relatives
and friends (vs. exploring novelty), the consumption intention of customized tourism plan
in intelligent customization mode is higher than that in artificial customization mode.
Among them, perceived usefulness plays a mediating role. (6)Perceived ease of use did not
play a mediating role in the above influencing process. Therefore, according to consumers'
psychological distance perception and travel motivation, tourism service providers can
provide targetedintelligentor artificialcustomization modes,whichcan promote
consumers' willingness to consume. The conclusion of this study enriches the research on
the influence of online customized tourism customization mode on consumption intention,
and also provides effective suggestions for the improvement of customized tourism service
from the perspective of psychological distance.
Key words: Consumption Intention，Construal Level，Psychological Distance，Travel
Motivation，Customization Mode，Perceived Usefulness