基于混合多准则决策模型的旅行预订类APP评估研究

发布时间：2018-01-14 20:06

本文关键词：基于混合多准则决策模型的旅行预订类APP评估研究　出处：《暨南大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着移动互联网的迅速发展和智能手机的广泛普及,基于移动终端设备的旅行预订类APP逐渐成为旅行预订服务提供商与消费者之间一种新兴的信息发布、沟通交流和预订购买平台。面对激烈的市场竞争,建设一个有用、高效、满足消费者需求的旅行预订类APP是旅行预订服务提供商维系顾客关系和扩大市场份额的关键。为了了解市场上提供的旅行预订类APP能否达到用户的心理预期目标以及与理想预订APP标准之间的差距,亟须对旅行预订类APP进行综合有效评估。此项研究以消费者购买决策过程为评估框架,借鉴旅游电子商务网站中有关技术和营销指标,结合旅行预订类APP自身的特点,构建了基于问题认知、信息搜索、方案评估、购买决策和购后行为五大维度的16个旅行预订类APP评估指标。文章首先运用DEMATEL法分析各个维度、指标之间的相互影响关系,并以此绘制了各维度、指标的影响网络关系图,然后基于ANP法计算出各个指标的权重比例,最后结合VIKOR法对选取的携程旅行、去哪儿旅行和阿里旅行?去啊进行方案优先排序。研究结果发现:在旅行预订类APP五大维度中,信息搜索的原因度最高,问题认知的中心度最高,各维度影响关系改善的先后顺序为:信息搜索、问题认知、方案评估、购买决策和购后行为;而各个维度所占权重的先后顺序为:购后行为、购买决策、方案评估、问题认知和信息搜索,其中产品符合预期是所有旅行预订类APP评估指标中权重比例最高,而订单操作和个性化服务所占权重最低;选取的三个方案的排序为:去哪儿旅行、携程旅行阿里旅行?去啊。最后,依据此项研究的结果,文章提出了旅行预订服务提供商提升旅行预订类APP用户体验、提高用户满意度和忠诚度的改进意见和措施。
[Abstract]:With the rapid development of mobile Internet and the widespread popularity of smart phones, APP, which is based on mobile terminal devices, has gradually become a new information release between travel booking service providers and consumers. Communicate with each other and book the purchase platform. In the face of fierce market competition, build a useful and efficient. Travel booking APP is the key for travel booking service providers to maintain customer relationship and expand market share. In order to understand whether the travel reservation APP can reach the psychology of users. Expected goals and gaps with the ideal subscription APP standard. There is an urgent need for comprehensive and effective evaluation of travel booking APP. This study takes the consumer purchase decision-making process as the evaluation framework and draws lessons from the relevant technical and marketing indicators in tourism e-commerce websites. Combined with the characteristics of travel reservation APP, this paper constructs a problem based cognition, information search and scheme evaluation. There are 16 APP evaluation indexes of travel reservation class in the five dimensions of purchase decision and postpurchase behavior. Firstly, the DEMATEL method is used to analyze the interrelation between each dimension and the index. And draw the impact of each dimension, indicators of the network diagram, and then based on the ANP method to calculate the weight ratio of each index, and finally combined with the VIKOR method to select the Ctrip travel. Where do I travel and Ali travels? The results showed that among the five dimensions of APP, the reason of information search was the highest, and the centrality of problem cognition was the highest. The order of each dimension influencing the improvement of the relationship is: information search, problem cognition, project evaluation, purchase decision and post-purchase behavior; The order of weight of each dimension is: postpurchase behavior, purchase decision, project evaluation, problem cognition and information search. According to the expectation, the weight ratio of all travel reservation APP evaluation indexes is the highest, while the weight of order operation and personalized service is the lowest. The order of the three options selected is: where to travel, carry travel Ali travel? Finally, based on the results of this study, this paper puts forward some suggestions and measures to improve the APP user experience, customer satisfaction and loyalty of travel booking service providers.
【学位授予单位】：暨南大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.55;F724.6;F592

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