在线旅游网站顾客感知价值与订购意愿研究

发布时间：2018-04-10 14:09

本文选题：在线旅游 + 顾客感知价值　；参考：《武汉理工大学》2015年硕士论文

【摘要】：互联网技术的发展加快了旅游产业链向线上转移的步伐,旅游经营者纷纷加紧线上业务布局。在线消费模式比价的便利以及消费者在线消费技能的提高,让单纯的价格战无法肩负获取竞争优势的重任,而以客户需求为出发点的拉式竞争战略优势突出。实施拉式竞争战略,首先就得以客户为导向,充分了解消费者的态度和行为意向。本文研究在线旅游网站消费者行为,以顾客感知价值为核心,向前引入了顾客感知价值驱动因素,向后延伸了顾客感知价值对订购意愿的影响,在感知价值与订购意愿之间引入了消费者成熟度因素。综合考虑国内外相关研究及在线旅游消费的特点,本文在变量界定时,将顾客感知价值划分为感知功能价值和感知享乐价值两个维度;引入感知风险、购买成本、网站服务质量三个变量作为感知价值的驱动因素;将消费者成熟度划分为曾经使用在线旅游网站频率和在线旅游网站使用能力两个维度。以消费者行为理论、刺激-机体-反应范式为基础构建感知价值驱动因素-感知价值-订购意愿模型,探索感知价值三大驱动因素对感知价值、感知价值两个维度、订购意愿的影响,以及感知价值及其两个维度对订购意愿的影响。以信念调整模型、认知失调理论、成熟度模型为基础构建了消费者成熟度调节效应模型,分析成熟度在感知价值与订购意愿之间的调节作用,其中在成熟度划分问题上采用粗糙集综合评价模型结合Matlab进行了指标约简和权重计算,以综合评价得分排序为依据,将调查者划分为低成熟度、中等成熟度和高成熟度三组。通过问卷调查的方式,回收了352份有效问卷,使用SPSS进行了数据分析,对研究假设进行检验,结果发现:第一,网站服务质量正向影响顾客感知价值及订购意愿;感知风险负向影响感知功能价值和订购意愿,对感知享乐价值影响不显著;购买成本对感知价值与订购意愿的影响并不显著;网站服务质量对感知价值和订购意愿的影响都明显高于感知风险。第二,感知价值显著影响顾客订购意愿;成熟度在感知价值与订购意愿之间起显著调解作用,并且低成熟度组的感知价值对消费者订购意愿的影响要大于高成熟度组。根据假设检验结果,本文提出了在线旅游网站运营过程中为提高市场占有率,可以从提高顾客感知价值入手,而改善顾客感知价值应该以提高网站服务质量为主,降低感知风险为辅;在制定营销策略时应该以低成熟度客户的需求和顾虑为出发点,制定符合这类人群心理特征的营销策略,从而获取更大的市场份额。
[Abstract]:The development of Internet technology speeds up the transfer of tourism industry chain to the line, tourism operators have stepped up the layout of online business.The convenience of online consumption mode and the improvement of consumers' online consumption skills make the simple price war can not shoulder the responsibility of obtaining competitive advantage, while the pull competitive strategic advantage based on customer demand is outstanding.The implementation of pull-type competition strategy, first of all, customer-oriented, fully understand consumer attitudes and behavioral intentions.This paper studies the consumer behavior of online tourism websites, taking customer perceived value as the core, introducing the driving factor of customer perceived value forward, extending the influence of customer perceived value on ordering will.Consumer maturity factor is introduced between perceived value and willingness to order.Considering the characteristics of domestic and foreign related research and online tourism consumption, this paper divides customer perceived value into two dimensions: perceived function value and perceived enjoyment value, and introduces perceived risk, purchase cost, and so on, when defining the variables, the customer perceived value is divided into two dimensions: perceived function value and perceived enjoyment value.The three variables of website service quality are the driving factors of perceived value, and the consumer maturity is divided into two dimensions: the frequency of using online tourism website and the ability of using online tourism website.Based on consumer behavior theory, stimulus-organism response paradigm, a model of perceived value driver, perceived value and willingness to order is constructed to explore the three driving factors of perceived value to perceived value and two dimensions of perceived value.The influence of willingness to order, and the influence of perceived value and its two dimensions on willingness to order.Based on belief adjustment model, cognitive maladjustment theory and maturity model, this paper constructs a model of consumer maturity adjustment effect, and analyzes the regulatory role of maturity between perceived value and purchase intention.The rough set comprehensive evaluation model combined with Matlab is used to reduce the index and calculate the weight. Based on the comprehensive evaluation score ranking, the investigators are divided into three groups: low maturity, middle maturity and high maturity.Through the method of questionnaire, 352 valid questionnaires were collected, and the data were analyzed with SPSS, and the research hypotheses were tested. The results showed that: first, the service quality of the website positively affected the perceived value of customers and the willingness to order;Perceived risk negatively affects perceived functional value and purchase intention, but has no significant effect on perceived hedonic value, while purchase cost has no significant effect on perceived value and purchase intention.The effect of service quality on perceived value and willingness to order is significantly higher than perceived risk.Secondly, perceived value significantly affects customer's willingness to order; maturity plays a significant role in mediating between perceived value and willingness to order, and the influence of perceived value of low maturity group on consumer's willingness to order is greater than that of high maturity group.According to the hypothesis test results, this paper puts forward that in order to increase the market share in the operation of online tourism website, we can start with improving customer perceived value, and improve customer perceived value should focus on improving the service quality of the website.The marketing strategy should be based on the needs and concerns of the low maturity customers, and the marketing strategy should accord with the psychological characteristics of this kind of people, so as to obtain a larger market share.
【学位授予单位】：武汉理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6;F592.6

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