饭店社会责任对消费者购买意愿的影响研究

发布时间：2018-05-23 20:52

本文选题：饭店社会责任 + 消费者购买意愿　；参考：《湖南师范大学》2012年硕士论文

【摘要】：饭店业作为服务行业,具有准入门槛低,复制性强等特点,加之社会经济的迅速发展,饭店之间的竞争变得日益激烈,其利润空间也越来越小,因此,饭店要想获得长足的发展,必须关注顾客,关注并提高消费者购买意愿,从而赢得消费市场。如何提高消费者购买意愿一直以来都是管理者关注的重要问题之一,而饭店社会责任的表现可以影响消费者消费意愿,因为饭店社会责任的履行既能直接影响到消费者对饭店的信任,又能影响饭店自身的品牌、消费者的认同,以及饭店产品和服务的质量,而这些都能影响消费者购买意愿,基于此,本文以饭店社会责任和消费者购买意愿作为研究对象,探讨两者的关系,希望饭店能够承担起社会责任,一方面对社会与消费者负责,以满足社会和消费者期望,另一方面,也通过对社会责任的承担,提高消费者购买意愿,对股东与员工负责。本文通过对长沙市内7家不同层次的饭店及人流量较大的三个休闲购物地的消费者发放了305份问卷,调查了以消费者支持、产品和服务质量作为中介变量,饭店社会责任与消费者购买意愿之间的关系,通过使用spss17.0进行相关分析、多元回归分归和参数检验,得出如下结论：(1)饭店社会责任对消费者购买意愿有显著正向影响：(2)产品／服务质量在饭店社会责任对消费者购买意愿的影响关系中起正向调节作用；(3)消费者支持在饭店社会责任对消费者购买意愿的影响关系中没有正向调节作用：(4)消费者对社会责任处于行业领先水平的饭店的购买意愿高于社会责任处于行业中等水平的饭店的购买意愿；(5)消费者对社会责任处于行业落后水平的饭店的购买意愿低于社会责任处于行业中等水平的饭店的购买意愿。针对以上结论,笔者提出了相关建议,并在文章的最后,指出了本文的创新点、局限及下一步的研究方向。
[Abstract]:As a service industry, hotel industry has the characteristics of low entry threshold and strong replicability. With the rapid development of social economy, the competition among hotels becomes increasingly fierce, and its profit space is becoming smaller and smaller. If the hotel wants to make great progress, it must pay attention to the customers, pay attention to and improve the consumers' willingness to buy, so as to win the consumer market. How to improve consumers' willingness to buy has always been one of the important issues that managers pay attention to, and the performance of hotel social responsibility can affect consumer's willingness to spend. Because the implementation of hotel social responsibility can not only directly affect the trust of consumers in the hotel, but also affect the brand of the hotel itself, the identity of consumers, and the quality of hotel products and services. All these can affect consumers' willingness to buy. Based on this, this paper takes the hotel social responsibility and consumers' purchase intention as the research object, discusses the relationship between the two, and hopes that the hotel can shoulder the social responsibility, on the one hand, it is responsible to the society and consumers, in order to meet the expectations of the society and consumers. On the other hand, through the commitment of social responsibility, improve consumer willingness to buy, responsible to shareholders and employees. In this paper, 305 questionnaires were sent out to the consumers of 7 different levels of hotels and three leisure shopping places in Changsha, and consumer support, products and service quality were used as intermediary variables. The relationship between hotel social responsibility and consumers' willingness to buy, by using spss17.0 to carry out correlation analysis, multivariate regression analysis and parameter test, The following conclusion is drawn: 1) Hotel social responsibility has a significant positive impact on consumers' willingness to buy.) the quality of products / services plays a positive role in regulating the relationship between hotel social responsibility and consumers' willingness to buy. There is no positive adjustment in the relationship between hotel social responsibility and consumers' willingness to buy. (4) consumers are more willing to buy than to restaurants with social responsibility at the leading level of the industry. (5) the willingness of consumers to buy a hotel with social responsibility is lower than that of a hotel with a low level of social responsibility. At the end of the paper, the author points out the innovation, limitation and the research direction of the next step.
【学位授予单位】：湖南师范大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F719;F224

【参考文献】