Proceedings of the 2022 International Conference on mathematical statistics and economic analysis (MSEA 2022)

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Research on the Influence of Conformity Effect Based on Structural Equation Model

Authors
Rong Xiang1, Yijun Zhou1, *
1School of Business Administration Zhejiang Gongshang University, ZJGSU Zhejiang, 310018, Hangzhou, China
*Corresponding author. Email: zyj19981125@163.com
Corresponding Author
Yijun Zhou
Available Online 29 December 2022.
DOI
10.2991/978-94-6463-042-8_86How to use a DOI?
Keywords
structural equation model; conformity; self-congruity; mediation effect
Abstract

With the expansion of tourism industry, tourism has become an economic growth point that cannot be ignored. This paper takes the local residents of Wanzhou District, Chongqing as the research object, and collects a total of 342 valid questionnaire data through the big data platform such as Questionnaire Star. In order to explore the influence of conformity effect on consumers' travel destination choice behavior, and to examine the mediating effect of selfcongruity, this paper uses SPSS software for statistical analysis, and uses AMOS system to establish structural equation model for empirical verification. The results show that conformity effect has a positive and significant impact on consumers' travel destination choice behavior, and self-congruity plays a partial mediating role between conformity effect and consumers' travel destination choice behavior. This paper not only deepens the relevant research in marketing and economics, but also gives some enlightenment to tourism enterprises, consumers and government agencies in practice.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2022 International Conference on mathematical statistics and economic analysis (MSEA 2022)
Series
Advances in Computer Science Research
Publication Date
29 December 2022
ISBN
978-94-6463-042-8
ISSN
2352-538X
DOI
10.2991/978-94-6463-042-8_86How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Rong Xiang
AU  - Yijun Zhou
PY  - 2022
DA  - 2022/12/29
TI  - Research on the Influence of Conformity Effect Based on Structural Equation Model
BT  - Proceedings of the 2022 International Conference on mathematical statistics and economic analysis (MSEA 2022)
PB  - Atlantis Press
SP  - 602
EP  - 606
SN  - 2352-538X
UR  - https://doi.org/10.2991/978-94-6463-042-8_86
DO  - 10.2991/978-94-6463-042-8_86
ID  - Xiang2022
ER  -