Research Article
Multivariate Linear Regression Method Based on SPSS Analysis of Influencing Factors of OTA Platform Live Broadcasting on Tourists' Tourism Intention
@INPROCEEDINGS{10.4108/eai.9-12-2022.2327587, author={Jiaqing Yu}, title={Multivariate Linear Regression Method Based on SPSS Analysis of Influencing Factors of OTA Platform Live Broadcasting on Tourists' Tourism Intention}, proceedings={Proceedings of the 4th Management Science Informatization and Economic Innovation Development Conference, MSIEID 2022, December 9-11, 2022, Chongqing, China}, publisher={EAI}, proceedings_a={MSIEID}, year={2023}, month={3}, keywords={multiple linear regression live broadcast planned behavior theory consumers}, doi={10.4108/eai.9-12-2022.2327587} }- Jiaqing Yu
Year: 2023
Multivariate Linear Regression Method Based on SPSS Analysis of Influencing Factors of OTA Platform Live Broadcasting on Tourists' Tourism Intention
MSIEID
EAI
DOI: 10.4108/eai.9-12-2022.2327587
Abstract
This paper combines theoretical analysis with empirical research to study the behavioral willingness of tourism consumers to purchase tourism products by choosing OTA platform live broadcast. Based on the theory of planned behavior, the research variables were extracted, and the model was established using multiple linear regression method to observe the multiple linear regression relationship. The results show that the behavior attitude, subjective norm and perceived behavior control of consumers living on OTA platform are important factors affecting consumers' travel intentions. That is, the consumer's behavior attitude, subjective norms and perceived behavior control of watching the live broadcast of tourism positively affect the consumer's travel intention.