林业经济2025，Vol.47Issue(1)：19-34,16.
社会信息加工视角下森林公园自然教育消费偏好研究
Research on consumption preferences of nature education in forest park from the perspective of social information processing
摘要
Abstract
A comprehensive understanding of the demand motivation and implementation logic of tourists'consumption preferences is conducive to the high-quality development of nature education industry in forest parks.By integrating 414 questionnaire data of tourists in Darong Mountain National Forest Park,this paper employed multiple regression analysis to explore the influencing factors of complex social circumstances and tourists'personal cognition on nature education consumption and their interaction.The findings indicated that:(1)The experience attributes and service attributes of product attributes exerted a significant positive influence on consumption preferences.Tourists attached significance to the quality,grade,level of supply and personalized service,and experience attributes had a more pronounced effect than service attributes,with regression coefficients of 0.04 and 0.03,respectively.Among the consumption risks,economic management risk had the most substantial impact on consumption preferences,with a regression coefficient of 0.12.Owing to the complexity of consumption information,consumption risk had an evident positive predictive effect on consumption preferences.(2)Tourists'consumption cognition served as a partial mediator between product attributes and consumption preferences,as well as between consumption risk and consumption preferences.(3)Psychological emotion played a mediating role between consumption risk and consumption cognition.Among them,the highest regression coefficient of the interactive product term of economic controllability risk was 0.12,and the lowest regression coefficient of the interaction product term of physical security risk was 0.09,suggesting that economic risk was an important factor regulated by psychological emotion.Based on the theory of social information processing,this paper analyzed how tourists'micro-processing affected their consumption preferences and conducted an empirical test of tourists'perception and consumption preferences based on the characteristics of the forest park nature education industry,presenting a novel research perspective.This paper proposed several policy inspirations to enhance the experience of nature education,reduce tourists'economic consumption risk through multiple channels,promote the healthy and orderly development of nature education guided by tourists'consumption cognition,and enhance tourists'emotional satisfaction in nature education.关键词
社会信息加工理论/森林公园自然教育/消费偏好/多元回归分析Key words
social information processing theory/forest park nature education/consumption preference/multiple regression analysis分类
管理科学引用本文复制引用
谈思仪,谭桂菲,邓智联,唐庆..社会信息加工视角下森林公园自然教育消费偏好研究[J].林业经济,2025,47(1):19-34,16.基金项目
广西科技界智库重点课题"广西自然教育基地(学校)建设高质量发展研究"(桂科协[2024]K-36),广西自筹经费林业科技项目"广西森林康养资源分类、调查与评价指标体系研究"(桂林科研[2022ZC]第52号),广西科技界智库课题"产教融合背景下民族地区自然教育产业实践研究——以柳州市为例"(桂科协[2025]K-126). （学校）
