饭店网络口碑对顾客行为意向的影响研究

发布时间：2018-07-08 11:34

本文选题：饭店 + 网络口碑　；参考：《浙江大学》2012年硕士论文

【摘要】：互联网创造了新的商业模式和经济行为方式,对消费者行为产生了巨大的影响,消费者越来越依靠互联网络来获取、存储和分享各种与产品或服务相关的信息。我们可以看出网络背景下消费者消费模式发生了转变。基于消费者消费模式的转变,饭店行业应该及时做出反应,制定针对性的应对措施。本文旨在探讨饭店网络口碑与顾客行为意向的关系,同时通过实证分析得出对饭店顾客行为意向有显著影响作用的网络口碑特性因素,从而为饭店的网络口碑营销提供思路和对策,最终提升饭店顾客的行为意向。笔者运用文献综述、问卷调查、统计分析和跨学科研究方法,探讨分析饭店网络口碑对顾客行为意向的影响关系。首先,对网络口碑、消费者信任和行为意向等研究进行了文献梳理,明确本文的研究方向；其次,在文献综述的基础上,结合本文研究背景,提出假设模型和测量变量；再次,通过问卷调查收集调研数据,并且运用SPSS18.0和AMOS17.0对样本数据进行统计分析,验证研究假设,并且得出了具有理论与实践价值的研究结论：①网络口碑渠道因素中公开性、关系强度、氛围特性通过搜寻主动性和信任影响顾客行为意向,权威性通过信任影响顾客行为意向；②网络口碑自身因素中趣味性、口碑数量、口碑语调通过信任影响顾客行为意向,口碑有用性、口碑互动性直接影响顾客行为意向；③网络口碑接收者因素中专业能力和信任倾向对网络口碑与顾客意向的影响关系起到了调节作用。最后,根据上述三个研究结论,本文为饭店提出了管理和营销启示：转换网络营销的思路和方向；改善和延伸饭店工作流程链；加强与饭店顾客的有效沟通。
[Abstract]:Internet has created a new business model and economic behavior, which has a great impact on consumer behavior. Consumers increasingly rely on the Internet to access, store and share information related to products or services. We can see the consumer consumption pattern has changed under the network background. Based on the change of consumer consumption pattern, hotel industry should make timely response and formulate targeted countermeasures. The purpose of this paper is to explore the relationship between hotel online word-of-mouth and customer behavior intention. At the same time, through empirical analysis, the author draws a conclusion that the characteristic factors of hotel online word-of-mouth have significant influence on hotel customer's behavior intention. Thus, it provides the thought and countermeasure for the hotel network word-of-mouth marketing, and finally promotes the hotel customer's behavior intention. Using literature review, questionnaire survey, statistical analysis and interdisciplinary research methods, this paper discusses the relationship between hotel network word-of-mouth (WOM) and customer behavior intention. First of all, the online word-of-mouth, consumer trust and behavior intention were reviewed to clarify the research direction of this paper; secondly, based on the literature review, combined with the background of this paper, proposed hypothetical model and measurement variables; third, Through the questionnaire investigation data collection, and use SPSS 18.0 and Amos 17.0 to carry on the statistical analysis to the sample data, verifies the research hypothesis, and has the theory and the practical value research conclusion: 1 network word-of-mouth channel factor is open. The relationship intensity, the atmosphere characteristic influence the customer behavior intention through the search initiative and the trust, authority influences the customer behavior intention through the trust in the network word-of-mouth oneself factor interesting, the word of mouth quantity, Word of mouth intonation affects customer behavior intention through trust, word of mouth usefulness, word of mouth interaction directly affect customer behavior intention; (3) the professional ability and the tendency of trust play an important role in regulating the relationship between the network word-of-mouth and the customer's intention among the factors of the network word-of-mouth receiver. Finally, according to the above three conclusions, this paper puts forward the inspiration of management and marketing for the hotel: to change the thinking and direction of network marketing, to improve and extend the hotel workflow chain, and to strengthen the effective communication with hotel customers.
【学位授予单位】：浙江大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F719;F274;F224

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