牡丹江师范学院学报（哲学社会科学版）Issue(2)：64-73,10.
生成式人工智能对旅游信息采纳行为的影响研究
Research on the Impact of Generative Artificial Intelligence on Tourism Information Adoption Behavior:An Integrated Perspective of TTF and TPB
摘要
Abstract
This study integrates the Task-Technology Fit(TTF)theory and the Theory of Planned Behavior(TPB)to examine the influence of generative artificial intelligence on the willingness to adopt tourism information through structural equation modeling analysis of 379 questionnaire re-sponses.The findings reveal that task characteristics and technology characteristics positively promote task-technology fit.Task-technology fit not only directly enhances the willingness to adopt tourism information but also exerts an indirect influence through the partial mediation of behavioral attitude.Behavioral attitude and subjective norm significantly and positively affect adoption willingness,while perceived behavioral control shows no significant effect.The research outcomes offer theoretical insights for tourism enterprises in designing generative artificial intelligence services.关键词
生成式人工智能/任务-技术适配/计划行为理论/旅游信息采纳Key words
generative artificial intelligence/Task-Technology Fit/Theory of Planned Behavior/tourism information adoption分类
管理科学引用本文复制引用
余菲,王儒..生成式人工智能对旅游信息采纳行为的影响研究[J].牡丹江师范学院学报（哲学社会科学版）,2026,(2):64-73,10.基金项目
安徽省教育厅科研项目"信息不对称视角下地理标志产品供应链中机会主义行为的治理机制研究"(2025AHGXSK40211) （2025AHGXSK40211）
铜陵学院皖江课题"乡村振兴背景下乡村旅游促进皖江地区城乡融合机制研究"(2025tlxywjz38) （2025tlxywjz38）
