本文關(guān)鍵詞：網(wǎng)絡(luò)環(huán)境下經(jīng)濟型酒店消費者購買行為研究　出處：《東北財經(jīng)大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

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【摘要】：隨著信息技術(shù)的進步,網(wǎng)絡(luò)的發(fā)展日臻完善。近年來,移動通信與互聯(lián)網(wǎng)快速發(fā)展與融合使得移動互聯(lián)網(wǎng)時代的到來成為了必然。在移動互聯(lián)網(wǎng)的影響下,海量的信息充斥在人們的生活中,人們由過去被動的信息接收者轉(zhuǎn)變?yōu)橹鲃拥男畔⒔邮照吲c發(fā)布者,自主性明顯提高,消費者行為也開始向自主性、選擇性和創(chuàng)造性的方向轉(zhuǎn)變。當(dāng)前環(huán)境下,互聯(lián)網(wǎng)與移動互聯(lián)網(wǎng)共同發(fā)展,人們的生活和消費行為發(fā)生了深刻的變化。移動互聯(lián)網(wǎng)的發(fā)展帶來了移動智能終端的普及和移動應(yīng)用的多樣化,消費者擁有更多的機會或平臺進行互動交流和分享傳播體驗,更愿意表達自己的需求和偏好。移動互聯(lián)網(wǎng)強大的信息服務(wù)功能不僅使消費者能夠暢享信息,也為企業(yè)掌握消費者信息從而進行精準(zhǔn)營銷提供了基礎(chǔ)。星巴克、小米、招商銀行等的新型營銷模式為各個行業(yè)的營銷發(fā)展提供了思路,布丁酒店的微信營銷也為酒店行業(yè)的營銷發(fā)展提供可借鑒的模式。經(jīng)濟型酒店是特色鮮明的一類酒店,如何在當(dāng)前網(wǎng)絡(luò)環(huán)境下實施有效的營銷活動就必須深入了解消費者行為,找出影響其消費者行為的相關(guān)因素,為營銷活動的開展提供理論基礎(chǔ)和實踐依據(jù)。 在回顧以往有關(guān)消費者行為理論及影響因素研究的基礎(chǔ)上,本文以科技接受模型(TAM)為基礎(chǔ),加入感知風(fēng)險變量,與感知易用性、感知有用性共同構(gòu)建了經(jīng)濟型酒店消費者購買行為影響因素模型。同時本文也考察了經(jīng)濟型酒店自身因素和消費者特性這兩個外部變量對消費者購買行為的影響。具體的分析過程采用理論與實證相結(jié)合的方法,首先從理論層面對模型的構(gòu)建做出合理的解釋；其次,通過問卷調(diào)查收集數(shù)據(jù)資料并參考攜程網(wǎng)上經(jīng)濟型酒店的在線評論,對消費者行為特征及影響因素進行具體的統(tǒng)計分析和解釋說明,最后根據(jù)分析結(jié)論對研究模型加以修正。 本文是在移動互聯(lián)網(wǎng)與互聯(lián)網(wǎng)融合發(fā)展的環(huán)境下探討經(jīng)濟型酒店消費者購買行為的影響因素,緊跟當(dāng)前的時代背景,非常契合目前經(jīng)濟型酒店所處的市場環(huán)境,能清楚的描述當(dāng)前酒店消費者的行為。創(chuàng)新之處有兩點：一是AISAS理論的應(yīng)用。本文引入AISAS理論來解釋當(dāng)前經(jīng)濟型酒店消費者購買行為變化,并以此設(shè)計了基于AISAS理論的營銷策略,為經(jīng)濟型酒店營銷實踐提供了依據(jù)。二是本文在研究經(jīng)濟型酒店消費者購買行為影響因素時融合了科技接受模型和感知風(fēng)險理論,這是第一次運用TAM模型和感知風(fēng)險理論對經(jīng)濟型酒店的消費購買行為進行研究,為酒店消費者行為研究和營銷策略的制定提供了理論依據(jù)。 本文通過實證分析的研究結(jié)果表明：(1)感知易用性對消費者的使用態(tài)度和行為意向產(chǎn)生顯著的直接影響,說明消費者感知越便利,對網(wǎng)絡(luò)預(yù)定和消費經(jīng)濟型酒店的使用態(tài)度和行為意向影響越大。(2)感知有用性對消費者使用態(tài)度和行為意向產(chǎn)生顯著的直接影響,這說明感知有用對經(jīng)濟型酒店消費者行為的影響程度很大,消費者感知網(wǎng)上預(yù)定酒店越有用,態(tài)度和行為越傾向于此方面。(3)感知風(fēng)險對使用態(tài)度產(chǎn)生有顯著的直接影響,而且感知風(fēng)險越高,對其使用態(tài)度的影響程度越大,但是感知風(fēng)險對行為意向的直接影響并不明顯,即對行為意向有很小的調(diào)節(jié)作用。(4)消費者對網(wǎng)上預(yù)定經(jīng)濟型酒店的態(tài)度會直接影響其行為意向,而且這種影響非常顯著,即是說消費者對網(wǎng)上預(yù)定經(jīng)濟型酒店的態(tài)度越積極,對其行為意向的影響越大。(5)感知易用性對感知有用性的調(diào)節(jié)作用并未得到證實,外部變量(經(jīng)濟型酒店因素和消費者特性)會對消費者購買行為產(chǎn)生影響,但是影響是否顯著并不明確。 最后,本文根據(jù)對影響因素分析的結(jié)果對經(jīng)濟型酒店的營銷決策提出了相應(yīng)的建議。除此之外,本文還引入了AISAS理論對經(jīng)濟型酒店消費者行為變化作出了理論方面的解釋,并以此建立了基于AISAS理論的營銷策略,以期為經(jīng)濟型酒店的營銷活動提供依據(jù)。
[Abstract]:With the progress of information technology, the development of the network is perfect. In recent years, with the rapid development of mobile communication and Internet integration makes the mobile Internet era has become the inevitable impact. In the mobile Internet, the massive information filled in people's lives, people changed from a passive recipient of information for the information receiver and active the publisher, autonomy is obviously improved, consumer behavior also began to change the independence, selectivity and creative direction. Under the current environment, the Internet and mobile Internet, common development, profound changes have taken place in people's life and consumption behavior. The development of mobile Internet brings the popularization of mobile terminals and mobile applications, consumers have more opportunities to interact and share platform or communication experience, more willing to express their needs and preferences of mobile Internet. The powerful information service network not only enable consumers to enjoy the information, but also provides the basis for the enterprise to grasp the consumer information to carry out precision marketing. Starbucks, millet, the new marketing mode of China Merchants Bank provides marketing ideas for the development of various industries, the Pod Inn WeChat marketing also provide reference model for the marketing development of the hotel industry the Econo Hotel is a kind of distinctive features of the hotel, how to carry out effective marketing activities in the current network environment must be in-depth understanding of consumer behavior and factors affecting the consumer behavior, to provide theoretical and practical basis for marketing activities.
In reviewing the theory and influence on consumer behavior based on the study of the factors, based on the technology acceptance model (TAM) based on perceived risk variables, and perceived ease of use, perceived usefulness together to build a Econo Hotel consumer buying behavior factors model. At the same time this paper also investigated the impact of self factors and consumer characteristics of Econo Hotel the two external variables on consumer purchase behavior. The process of analysis using a combination of theoretical and empirical methods, firstly, from the theoretical level to construct reasonable explanation model; secondly, online reviews through a questionnaire survey to collect data and reference Ctrip Econo Hotel, the consumer behavior characteristics and influencing factors were analyzed and explain in detail, finally according to the conclusions of the analysis to modify the research model.
This is the influence factors of integration and development in the mobile Internet and the Internet environment of Econo Hotel consumer behavior, with the current background of the times, very fit at the Econo Hotel located in the market environment, can clearly describe the hotel consumer behavior. There are two innovations: one is the application of AISAS theory. This paper introduces the AISAS theory to explain the Econo Hotel consumer behavior changes, and to design the marketing strategy based on the AISAS theory, provide the basis for the Econo Hotel marketing practice. The two is based on the research of Econo Hotel consumer behavior factors fusion technology acceptance model and perceived risk theory, this is the first time the use of TAM model and the perceived risk theory of Econo Hotel the consumer purchase behavior of hotel consumer behavior research and marketing strategy A theoretical basis is provided for the brief formulation.
This paper through the empirical analysis results show that: (1) have a significant direct impact of perceived ease of use on the use of consumer attitudes and behavior intention, that consumers perceive more convenient, effect on network reservation and consumption of Econo Hotel use attitude and behavioral intention more. (2) perceived usefulness have a significant direct impact on consumer attitude and behavioral intention, the perceived usefulness of Econo Hotel consumer behavior, consumer perception of online hotel booking more useful, attitude and behavior are more likely to respect this. (3) the perceived risk has significant direct effect on the attitude and perception, the higher the risk, the greater the degree of influence the use of the attitude, but the direct influence of perceived risk on behavior intention is not obvious, which has a moderating effect on behavior intention is very small. (4) of consumer online booking Econo Hotel attitude will directly affect the behavior intention, and the effect is very significant, that is to say the book online Econo Hotel consumer attitudes more positive influence on behavior intention. (5) the moderating effect of perceived ease of use perceived usefulness has not been confirmed, the external variables (Econo Hotel factors and consumer characteristics) will affect the consumers' purchasing behavior, but the effect is significant is not clear.
Finally, based on the analysis of the influence factors on the results of Econo Hotel marketing decision and put forward some corresponding suggestions. In addition, this paper also introduces the AISAS theory to make the theoretical aspects of the interpretation of the Econo Hotel consumer behavior changes, and establish the marketing strategy based on the AISAS theory, in order to provide the basis for the Econo Hotel marketing activities.

【學(xué)位授予單位】：東北財經(jīng)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F719;F713.55

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