网络口碑对企业业绩的影响研究——以在线旅游行业为例

发布时间：2018-04-08 14:08

本文选题：在线旅游社　切入点：网络口碑　出处：《科学决策》2017年06期

【摘要】：伴随着在线消费量的爆发式增长,消费者网络口碑的作用也水涨船高。文章基于网络口碑视角及OTA(在线旅行社)的互联网平台数据,采用FEM模型和SUR模型研究网络口碑对企业绩效的影响。结果表明:网络口碑与企业服务信号是影响企业绩效的关键因素,且对企业绩效具有显著的正向影响;路线价格与路线星级则具有明显的负向调节作用,其中路线星级对网络口碑具有强约束力并对企业绩效具有正向作用。文章据此从市场向心力、市场竞争力、市场亲和力等方面为企业网络口碑管理和危机的防范提供对策与建议。
[Abstract]:With the explosive growth of online consumption, consumer online reputation is also rising.Based on the internet platform data of OTA (online Travel Agency) and the perspective of internet word-of-mouth, this paper uses FEM model and SUR model to study the influence of network word-of-mouth on enterprise performance.The results show that the network word-of-mouth and enterprise service signal are the key factors that affect the enterprise performance, and have a significant positive impact on the enterprise performance, while the route price and route star have a significant negative adjustment effect.Among them, route star has strong binding force on network word-of-mouth and positive effect on enterprise performance.Accordingly, the paper provides countermeasures and suggestions for enterprise network word-of-mouth management and crisis prevention from market centripetal force, market competitiveness, market affinity and so on.
【作者单位】：江南大学商学院;利物浦大学;
【基金】：国家自然科学基金《小样本非等距灰色预测模型建模及其应用研究》(71301061) 中央高校基本科研业务费专项资金“企业家人力资本结构、影响与激励研究”(2015JDZD11) 江苏高校人文社科研究基地苏南资本市场研究中心资助
【分类号】：F592;F724.6

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