导　　师： 赵新元

学科专业： 120203

授予学位： 硕士

作　　者： ;

机构地区： 华南理工大学

摘　　要： 随着互联网的快速发展,在线旅游预订逐渐兴盛和发展起来,并成为旅游产品交易的重要形式。文献研究显示网络消费行为与传统消费行为的影响因素存在很大的差别,在线评论作为一种新兴的网络交流手段和平台,已经成为影响顾客决策的一个重要外部因素,对旅游预订意向具有显著作用。同时,在线评论对顾客旅游预订意向的影响,有利于企业做好客户关系管理,开发新产品等一系列活动。据此,本文提出了研究假设和模型,从实证角度出发,研究了在线评论对顾客旅游预订意向的影响,本文丰富了网络消费者购买决策影响因素研究的理论,并且具有一定的实践意义。从顾客的角度出发,分别假设在线评论的内容质量、评论者的威望值、评论的时效性、评论的数量、评论的倾向性和评论的形式对旅游预订意向具有显著影响。 在本次研究中主要调查在线评论对商务人士的在线旅游预订意向的影响。为了确保指标的完善和问卷的科学有效,在小规模预调查的基础上,正式调查共发放问卷313份,收回303份,除去样本不完整和答案重复的,共收回有效问卷269份,有效回收率为88.8/%。对269份有效样本数据进行了信度分析、效度分析、相关分析、方差分析和回归分析。数据分析结果显示评论的内容质量、评论者的威望值、评论的时效性、评论数量、详细的评论对顾客旅游预订意向有显著正向影响;负面评论对顾客旅游预订意向具有显著负向影响;正面评论对顾客旅游预订意向的影响不显著。最后,本文深入讨论了有关研究结果,分析在线评论对顾客旅游预订意向影响的理论依据,对我国的旅游电子商务发展提出了一些创新性建议。 As rapid development of e-business in China, travel reservation emerged and developed fast and now has an important impact on the future of tourism industries. The previous researches showed the differences between online consumer behavior and traditional consumer behavior. Online reviews, as a new mean of communication among real//potential customers, become an important external factor affecting both the customer decision-making and the intention of customer's online travel reservation. This study also helps companies’management of customer relationship and so on. On these basis, the thesis developed research hypotheses. This thesis investigated how the online reviews take effect on the intention of travel reservation from an empirical perspective, which enriches online consumer purchase decision theory. From customers’point of view, we assumed that quality of reviews, reputation of reviewers, timeliness of review, quantity of reviews, tendency of reviews and form of review have significant effects on travel reservation intention. After the small-scale pilot study, a field survey was conducted. 313 questionnaires were distributed and 303 responses were obtained. After removing the incomplete and duplicate answers of samples, a total of 269 questionnaires formed the data. A series of studies as reliability analysis, the validity analysis, correlation analysis, MANOVA, and regression analysis were applied to analyze the data. The results show that the quality of the content, reputation of reviewer, the timeliness, quantity of reviews and the detailed reviews have positively effects on customers’travel reservation intention; Moreover, negative reviews make negatively effects; on the contrary, positive reviews have no significant effects. Finally, the thesis discussed the results of the study and also suggested some implications for the development of tourism E-commerce in China.

关 键 词： 旅游电子商务 在线评论 旅游预订

分 类 号： [F224 F592 F49]

领　　域： [经济管理] [经济管理] [经济管理] [经济管理]