景区线上团购影响因素研究
发布时间：2019-03-19 13:53
【摘要】：本文在文献研究的基础上运用结构方程模型,借助已有的成熟理论研究成果构建了景区团购影响因素模型,通过介入团购感知变量为中间变量,进而引入景区知名度、团购折扣率、满意度提升和团购人数等,对景区团购重新购买意愿有影响的外因变量进行模型拟合,认为感知质量、满意度提升和知名度等对景区团购重新购买意愿有显著的影响,旨在为景区网络营销的理论研究和实践运作提供有益参考。
[Abstract]:Based on the literature research, this paper uses the model of the structural equation, and builds the model of the influence factor of the group purchase by means of the existing mature theory research results, and through the intervention group, the perceived variable is the intermediate variable, and then the popularity of the scenic spot and the discount rate of the group purchase are introduced. The model fitting of the external variables, such as the satisfaction of satisfaction, the number of groups and so on, has a significant impact on the intention of the group-buying and re-purchase of the scenic spot by model fitting, and it is considered that the perceived quality, the improvement of the satisfaction, the popularity and the like have a significant impact on the desire of the group-buying and re-purchase of the scenic spot, The aim of this paper is to provide a useful reference for the theoretical research and practice of network marketing in the scenic area.
【作者单位】： 暨南大学管理学院;
【分类号】：F592;F724.6;F224
[Abstract]:Based on the literature research, this paper uses the model of the structural equation, and builds the model of the influence factor of the group purchase by means of the existing mature theory research results, and through the intervention group, the perceived variable is the intermediate variable, and then the popularity of the scenic spot and the discount rate of the group purchase are introduced. The model fitting of the external variables, such as the satisfaction of satisfaction, the number of groups and so on, has a significant impact on the intention of the group-buying and re-purchase of the scenic spot by model fitting, and it is considered that the perceived quality, the improvement of the satisfaction, the popularity and the like have a significant impact on the desire of the group-buying and re-purchase of the scenic spot, The aim of this paper is to provide a useful reference for the theoretical research and practice of network marketing in the scenic area.
【作者单位】： 暨南大学管理学院;
【分类号】：F592;F724.6;F224
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