酒店类网络团购中消费者持续购买意愿影响因素研究
发布时间：2018-10-23 17:34
【摘要】：随着电子商务在中国的进一步发展，互联网更是进入到了一个新的快速的发展阶段。在这样的环境下，网络团购经过了2012年的“百团大战”重新洗牌，进入到一个相对稳定的发展时期。同时，随着中国网民数量的增多、团购市场的进一步扩大，在2012年的团购行业调查中，酒店旅游团购成交额也大幅增长，达到18.39亿元，，较2011年净增13.83亿元，增长率为303.29%，为各类别增长幅度最大的一个。以上论述说明了网络团购作为一种重要的电子商务模式，越来越影响到消费者的日常生活，而且酒店类网络团购作为消费者进行酒店预订的一个新的选择方式也走向了常态化。 本文研究在结合酒店类网络团购自身独特特征的基础上，分析酒店类网络团购的消费者持续购买的影响因素。首先是结合了经典的TAM模型分析了酒店类网络团购中消费者持续购买的满意度的影响因素，然后根据文献的研究和酒店类网络团购的特点找出了影响消费者持续购买意愿的多个变量：消费者个性特征、品牌偏好、消费者线下体验，然后根据结构方程模型建模分析了各个自变量和因变量之间的关系，并且确定了最终的路径研究结果。 本文的现实意义是根据理论研究的结果分析酒店类网络团购中消费者持续购买意愿的影响因素，为酒店类网络团购企业在今后的发展中提出有效的对策，提高消费者满意度进而保持消费者的持续购买，同时为企业带来更多的利润进而让商家在团购的过程中完成自我提升。
[Abstract]:With the further development of electronic commerce in China, the Internet has entered a new rapid development stage. In such an environment, the network group purchase after 2012, "100 League War" reshuffle, into a relatively stable period of development. At the same time, with the increase in the number of Internet users in China and the further expansion of the group buying market, the turnover of hotel group buying has also increased significantly in 2012, reaching 1.839 billion yuan, a net increase of 1.383 billion yuan over 2011. The growth rate was 303.29, the largest increase in each category. As an important electronic commerce mode, the online group purchase has more and more influence on the daily life of consumers. As a new choice of hotel reservation for consumers, the hotel group purchase is becoming more and more normal. Based on the unique characteristics of hotel online group buying, this paper analyzes the influencing factors of hotel network group buying. First of all, combined with the classical TAM model, this paper analyzes the influencing factors of the customer's satisfaction with the continuous purchase in the hotel network group purchase. Then, according to the research of literature and the characteristics of hotel online group buying, we find out the variables that affect the consumers' willingness to buy continuously: consumer personality, brand preference, consumer offline experience. Then, the relationship between the independent variables and dependent variables is analyzed according to the structural equation model, and the final path research results are determined. The practical significance of this paper is to analyze the influencing factors of the consumers' willingness to purchase in the hotel network group purchase according to the results of theoretical research, and to put forward effective countermeasures for the hotel network group buying enterprises in the future development. Increasing consumer satisfaction and keeping consumers buying continuously, while bringing more profits to enterprises, which will enable businesses to complete self-improvement in the process of group buying.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6;F719
本文编号：2289985
[Abstract]:With the further development of electronic commerce in China, the Internet has entered a new rapid development stage. In such an environment, the network group purchase after 2012, "100 League War" reshuffle, into a relatively stable period of development. At the same time, with the increase in the number of Internet users in China and the further expansion of the group buying market, the turnover of hotel group buying has also increased significantly in 2012, reaching 1.839 billion yuan, a net increase of 1.383 billion yuan over 2011. The growth rate was 303.29, the largest increase in each category. As an important electronic commerce mode, the online group purchase has more and more influence on the daily life of consumers. As a new choice of hotel reservation for consumers, the hotel group purchase is becoming more and more normal. Based on the unique characteristics of hotel online group buying, this paper analyzes the influencing factors of hotel network group buying. First of all, combined with the classical TAM model, this paper analyzes the influencing factors of the customer's satisfaction with the continuous purchase in the hotel network group purchase. Then, according to the research of literature and the characteristics of hotel online group buying, we find out the variables that affect the consumers' willingness to buy continuously: consumer personality, brand preference, consumer offline experience. Then, the relationship between the independent variables and dependent variables is analyzed according to the structural equation model, and the final path research results are determined. The practical significance of this paper is to analyze the influencing factors of the consumers' willingness to purchase in the hotel network group purchase according to the results of theoretical research, and to put forward effective countermeasures for the hotel network group buying enterprises in the future development. Increasing consumer satisfaction and keeping consumers buying continuously, while bringing more profits to enterprises, which will enable businesses to complete self-improvement in the process of group buying.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6;F719
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