网络环境下经济型酒店消费者购买行为研究

发布时间：2018-01-14 03:00

本文关键词：网络环境下经济型酒店消费者购买行为研究　出处：《东北财经大学》2014年硕士论文　论文类型：学位论文

【摘要】：随着信息技术的进步,网络的发展日臻完善。近年来,移动通信与互联网快速发展与融合使得移动互联网时代的到来成为了必然。在移动互联网的影响下,海量的信息充斥在人们的生活中,人们由过去被动的信息接收者转变为主动的信息接收者与发布者,自主性明显提高,消费者行为也开始向自主性、选择性和创造性的方向转变。当前环境下,互联网与移动互联网共同发展,人们的生活和消费行为发生了深刻的变化。移动互联网的发展带来了移动智能终端的普及和移动应用的多样化,消费者拥有更多的机会或平台进行互动交流和分享传播体验,更愿意表达自己的需求和偏好。移动互联网强大的信息服务功能不仅使消费者能够畅享信息,也为企业掌握消费者信息从而进行精准营销提供了基础。星巴克、小米、招商银行等的新型营销模式为各个行业的营销发展提供了思路,布丁酒店的微信营销也为酒店行业的营销发展提供可借鉴的模式。经济型酒店是特色鲜明的一类酒店,如何在当前网络环境下实施有效的营销活动就必须深入了解消费者行为,找出影响其消费者行为的相关因素,为营销活动的开展提供理论基础和实践依据。在回顾以往有关消费者行为理论及影响因素研究的基础上,本文以科技接受模型(TAM)为基础,加入感知风险变量,与感知易用性、感知有用性共同构建了经济型酒店消费者购买行为影响因素模型。同时本文也考察了经济型酒店自身因素和消费者特性这两个外部变量对消费者购买行为的影响。具体的分析过程采用理论与实证相结合的方法,首先从理论层面对模型的构建做出合理的解释；其次,通过问卷调查收集数据资料并参考携程网上经济型酒店的在线评论,对消费者行为特征及影响因素进行具体的统计分析和解释说明,最后根据分析结论对研究模型加以修正。本文是在移动互联网与互联网融合发展的环境下探讨经济型酒店消费者购买行为的影响因素,紧跟当前的时代背景,非常契合目前经济型酒店所处的市场环境,能清楚的描述当前酒店消费者的行为。创新之处有两点：一是AISAS理论的应用。本文引入AISAS理论来解释当前经济型酒店消费者购买行为变化,并以此设计了基于AISAS理论的营销策略,为经济型酒店营销实践提供了依据。二是本文在研究经济型酒店消费者购买行为影响因素时融合了科技接受模型和感知风险理论,这是第一次运用TAM模型和感知风险理论对经济型酒店的消费购买行为进行研究,为酒店消费者行为研究和营销策略的制定提供了理论依据。本文通过实证分析的研究结果表明：(1)感知易用性对消费者的使用态度和行为意向产生显著的直接影响,说明消费者感知越便利,对网络预定和消费经济型酒店的使用态度和行为意向影响越大。(2)感知有用性对消费者使用态度和行为意向产生显著的直接影响,这说明感知有用对经济型酒店消费者行为的影响程度很大,消费者感知网上预定酒店越有用,态度和行为越倾向于此方面。(3)感知风险对使用态度产生有显著的直接影响,而且感知风险越高,对其使用态度的影响程度越大,但是感知风险对行为意向的直接影响并不明显,即对行为意向有很小的调节作用。(4)消费者对网上预定经济型酒店的态度会直接影响其行为意向,而且这种影响非常显著,即是说消费者对网上预定经济型酒店的态度越积极,对其行为意向的影响越大。(5)感知易用性对感知有用性的调节作用并未得到证实,外部变量(经济型酒店因素和消费者特性)会对消费者购买行为产生影响,但是影响是否显著并不明确。最后,本文根据对影响因素分析的结果对经济型酒店的营销决策提出了相应的建议。除此之外,本文还引入了AISAS理论对经济型酒店消费者行为变化作出了理论方面的解释,并以此建立了基于AISAS理论的营销策略,以期为经济型酒店的营销活动提供依据。
[Abstract]:With the progress of information technology, the development of the network is perfect. In recent years, with the rapid development of mobile communication and Internet integration makes the mobile Internet era has become the inevitable impact. In the mobile Internet, the massive information filled in people's lives, people changed from a passive recipient of information for the information receiver and active the publisher, autonomy is obviously improved, consumer behavior also began to change the independence, selectivity and creative direction. Under the current environment, the Internet and mobile Internet, common development, profound changes have taken place in people's life and consumption behavior. The development of mobile Internet brings the popularization of mobile terminals and mobile applications, consumers have more opportunities to interact and share platform or communication experience, more willing to express their needs and preferences of mobile Internet. The powerful information service network not only enable consumers to enjoy the information, but also provides the basis for the enterprise to grasp the consumer information to carry out precision marketing. Starbucks, millet, the new marketing mode of China Merchants Bank provides marketing ideas for the development of various industries, the Pod Inn WeChat marketing also provide reference model for the marketing development of the hotel industry the Econo Hotel is a kind of distinctive features of the hotel, how to carry out effective marketing activities in the current network environment must be in-depth understanding of consumer behavior and factors affecting the consumer behavior, to provide theoretical and practical basis for marketing activities.
In reviewing the theory and influence on consumer behavior based on the study of the factors, based on the technology acceptance model (TAM) based on perceived risk variables, and perceived ease of use, perceived usefulness together to build a Econo Hotel consumer buying behavior factors model. At the same time this paper also investigated the impact of self factors and consumer characteristics of Econo Hotel the two external variables on consumer purchase behavior. The process of analysis using a combination of theoretical and empirical methods, firstly, from the theoretical level to construct reasonable explanation model; secondly, online reviews through a questionnaire survey to collect data and reference Ctrip Econo Hotel, the consumer behavior characteristics and influencing factors were analyzed and explain in detail, finally according to the conclusions of the analysis to modify the research model.
This is the influence factors of integration and development in the mobile Internet and the Internet environment of Econo Hotel consumer behavior, with the current background of the times, very fit at the Econo Hotel located in the market environment, can clearly describe the hotel consumer behavior. There are two innovations: one is the application of AISAS theory. This paper introduces the AISAS theory to explain the Econo Hotel consumer behavior changes, and to design the marketing strategy based on the AISAS theory, provide the basis for the Econo Hotel marketing practice. The two is based on the research of Econo Hotel consumer behavior factors fusion technology acceptance model and perceived risk theory, this is the first time the use of TAM model and the perceived risk theory of Econo Hotel the consumer purchase behavior of hotel consumer behavior research and marketing strategy A theoretical basis is provided for the brief formulation.
This paper through the empirical analysis results show that: (1) have a significant direct impact of perceived ease of use on the use of consumer attitudes and behavior intention, that consumers perceive more convenient, effect on network reservation and consumption of Econo Hotel use attitude and behavioral intention more. (2) perceived usefulness have a significant direct impact on consumer attitude and behavioral intention, the perceived usefulness of Econo Hotel consumer behavior, consumer perception of online hotel booking more useful, attitude and behavior are more likely to respect this. (3) the perceived risk has significant direct effect on the attitude and perception, the higher the risk, the greater the degree of influence the use of the attitude, but the direct influence of perceived risk on behavior intention is not obvious, which has a moderating effect on behavior intention is very small. (4) of consumer online booking Econo Hotel attitude will directly affect the behavior intention, and the effect is very significant, that is to say the book online Econo Hotel consumer attitudes more positive influence on behavior intention. (5) the moderating effect of perceived ease of use perceived usefulness has not been confirmed, the external variables (Econo Hotel factors and consumer characteristics) will affect the consumers' purchasing behavior, but the effect is significant is not clear.
Finally, based on the analysis of the influence factors on the results of Econo Hotel marketing decision and put forward some corresponding suggestions. In addition, this paper also introduces the AISAS theory to make the theoretical aspects of the interpretation of the Econo Hotel consumer behavior changes, and establish the marketing strategy based on the AISAS theory, in order to provide the basis for the Econo Hotel marketing activities.

【学位授予单位】：东北财经大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F719;F713.55

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