本文選題：飯店社會(huì)責(zé)任 + 消費(fèi)者購買意愿�。� 參考：《湖南師范大學(xué)》2012年碩士論文

【摘要】：飯店業(yè)作為服務(wù)行業(yè),具有準(zhǔn)入門檻低,復(fù)制性強(qiáng)等特點(diǎn),加之社會(huì)經(jīng)濟(jì)的迅速發(fā)展,飯店之間的競(jìng)爭(zhēng)變得日益激烈,其利潤(rùn)空間也越來越小,因此,飯店要想獲得長(zhǎng)足的發(fā)展,必須關(guān)注顧客,關(guān)注并提高消費(fèi)者購買意愿,從而贏得消費(fèi)市場(chǎng)。如何提高消費(fèi)者購買意愿一直以來都是管理者關(guān)注的重要問題之一,而飯店社會(huì)責(zé)任的表現(xiàn)可以影響消費(fèi)者消費(fèi)意愿,因?yàn)轱埖晟鐣?huì)責(zé)任的履行既能直接影響到消費(fèi)者對(duì)飯店的信任,又能影響飯店自身的品牌、消費(fèi)者的認(rèn)同,以及飯店產(chǎn)品和服務(wù)的質(zhì)量,而這些都能影響消費(fèi)者購買意愿,基于此,本文以飯店社會(huì)責(zé)任和消費(fèi)者購買意愿作為研究對(duì)象,探討兩者的關(guān)系,希望飯店能夠承擔(dān)起社會(huì)責(zé)任,一方面對(duì)社會(huì)與消費(fèi)者負(fù)責(zé),以滿足社會(huì)和消費(fèi)者期望,另一方面,也通過對(duì)社會(huì)責(zé)任的承擔(dān),提高消費(fèi)者購買意愿,對(duì)股東與員工負(fù)責(zé)。 本文通過對(duì)長(zhǎng)沙市內(nèi)7家不同層次的飯店及人流量較大的三個(gè)休閑購物地的消費(fèi)者發(fā)放了305份問卷,調(diào)查了以消費(fèi)者支持、產(chǎn)品和服務(wù)質(zhì)量作為中介變量,飯店社會(huì)責(zé)任與消費(fèi)者購買意愿之間的關(guān)系,通過使用spss17.0進(jìn)行相關(guān)分析、多元回歸分歸和參數(shù)檢驗(yàn),得出如下結(jié)論：(1)飯店社會(huì)責(zé)任對(duì)消費(fèi)者購買意愿有顯著正向影響：(2)產(chǎn)品／服務(wù)質(zhì)量在飯店社會(huì)責(zé)任對(duì)消費(fèi)者購買意愿的影響關(guān)系中起正向調(diào)節(jié)作用；(3)消費(fèi)者支持在飯店社會(huì)責(zé)任對(duì)消費(fèi)者購買意愿的影響關(guān)系中沒有正向調(diào)節(jié)作用：(4)消費(fèi)者對(duì)社會(huì)責(zé)任處于行業(yè)領(lǐng)先水平的飯店的購買意愿高于社會(huì)責(zé)任處于行業(yè)中等水平的飯店的購買意愿；(5)消費(fèi)者對(duì)社會(huì)責(zé)任處于行業(yè)落后水平的飯店的購買意愿低于社會(huì)責(zé)任處于行業(yè)中等水平的飯店的購買意愿。針對(duì)以上結(jié)論,筆者提出了相關(guān)建議,并在文章的最后,指出了本文的創(chuàng)新點(diǎn)、局限及下一步的研究方向。
[Abstract]:As a service industry, hotel industry has the characteristics of low entry threshold and strong replicability. With the rapid development of social economy, the competition among hotels becomes increasingly fierce, and its profit space is becoming smaller and smaller. If the hotel wants to make great progress, it must pay attention to the customers, pay attention to and improve the consumers' willingness to buy, so as to win the consumer market. How to improve consumers' willingness to buy has always been one of the important issues that managers pay attention to, and the performance of hotel social responsibility can affect consumer's willingness to spend. Because the implementation of hotel social responsibility can not only directly affect the trust of consumers in the hotel, but also affect the brand of the hotel itself, the identity of consumers, and the quality of hotel products and services. All these can affect consumers' willingness to buy. Based on this, this paper takes the hotel social responsibility and consumers' purchase intention as the research object, discusses the relationship between the two, and hopes that the hotel can shoulder the social responsibility, on the one hand, it is responsible to the society and consumers, in order to meet the expectations of the society and consumers. On the other hand, through the commitment of social responsibility, improve consumer willingness to buy, responsible to shareholders and employees. In this paper, 305 questionnaires were sent out to the consumers of 7 different levels of hotels and three leisure shopping places in Changsha, and consumer support, products and service quality were used as intermediary variables. The relationship between hotel social responsibility and consumers' willingness to buy, by using spss17.0 to carry out correlation analysis, multivariate regression analysis and parameter test, The following conclusion is drawn: 1) Hotel social responsibility has a significant positive impact on consumers' willingness to buy.) the quality of products / services plays a positive role in regulating the relationship between hotel social responsibility and consumers' willingness to buy. There is no positive adjustment in the relationship between hotel social responsibility and consumers' willingness to buy. (4) consumers are more willing to buy than to restaurants with social responsibility at the leading level of the industry. (5) the willingness of consumers to buy a hotel with social responsibility is lower than that of a hotel with a low level of social responsibility. At the end of the paper, the author points out the innovation, limitation and the research direction of the next step.
【學(xué)位授予單位】：湖南師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：F274;F719;F224

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