【摘要】：本文在文獻(xiàn)研究的基礎(chǔ)上運(yùn)用結(jié)構(gòu)方程模型,借助已有的成熟理論研究成果構(gòu)建了景區(qū)團(tuán)購影響因素模型,通過介入團(tuán)購感知變量為中間變量,進(jìn)而引入景區(qū)知名度、團(tuán)購折扣率、滿意度提升和團(tuán)購人數(shù)等,對景區(qū)團(tuán)購重新購買意愿有影響的外因變量進(jìn)行模型擬合,認(rèn)為感知質(zhì)量、滿意度提升和知名度等對景區(qū)團(tuán)購重新購買意愿有顯著的影響,旨在為景區(qū)網(wǎng)絡(luò)營銷的理論研究和實(shí)踐運(yùn)作提供有益參考。
[Abstract]:Based on the literature research, this paper uses the model of the structural equation, and builds the model of the influence factor of the group purchase by means of the existing mature theory research results, and through the intervention group, the perceived variable is the intermediate variable, and then the popularity of the scenic spot and the discount rate of the group purchase are introduced. The model fitting of the external variables, such as the satisfaction of satisfaction, the number of groups and so on, has a significant impact on the intention of the group-buying and re-purchase of the scenic spot by model fitting, and it is considered that the perceived quality, the improvement of the satisfaction, the popularity and the like have a significant impact on the desire of the group-buying and re-purchase of the scenic spot, The aim of this paper is to provide a useful reference for the theoretical research and practice of network marketing in the scenic area.
【作者單位】： 暨南大學(xué)管理學(xué)院;
【分類號】：F592;F724.6;F224

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本文編號：2443579