本文選題：互聯(lián)網(wǎng)旅行預(yù)訂平臺　切入點(diǎn)：平臺特性　出處：《廣西大學(xué)》2016年碩士論文

【摘要】：本研究試圖探討在當(dāng)前中國進(jìn)入移動互聯(lián)時代的背景下,互聯(lián)網(wǎng)旅行預(yù)訂平臺企業(yè)的平臺特性(以下或簡稱為平臺特性)的幾個關(guān)鍵問題：互聯(lián)網(wǎng)旅行預(yù)訂平臺特性的內(nèi)容結(jié)構(gòu)包括哪些維度?互聯(lián)網(wǎng)旅行預(yù)訂平臺特性對顧客關(guān)系質(zhì)量有什么影響作用?互聯(lián)網(wǎng)旅行預(yù)訂平臺特性是否通過顧客體驗這個中介對顧客關(guān)系質(zhì)量的產(chǎn)生影響?為了解決互聯(lián)網(wǎng)旅行預(yù)訂平臺特性內(nèi)容結(jié)構(gòu)的問題,本研究在梳理相關(guān)文獻(xiàn)的基礎(chǔ)上,結(jié)合開放式調(diào)查等方法初步歸納出了描述互聯(lián)網(wǎng)平臺特性的關(guān)鍵詞；在此基礎(chǔ)上,自行研制了互聯(lián)網(wǎng)旅行預(yù)訂平臺企業(yè)的平臺特性的測量題項,設(shè)計初始問卷并進(jìn)行小樣本預(yù)調(diào)查。通過統(tǒng)計調(diào)查數(shù)據(jù),使用SPSS18.0進(jìn)行可靠性分析和探索性因子分析,檢驗原有條目的質(zhì)量,并刪除或修改部分條目,形成正式問卷,進(jìn)行大樣本問卷調(diào)查。統(tǒng)計調(diào)查數(shù)據(jù),使用AMOS17.0進(jìn)行驗證性因子分析,并檢驗問卷的信度和效度。為了驗證互聯(lián)網(wǎng)旅行預(yù)訂平臺特性的構(gòu)成維度與顧客體驗對顧客關(guān)系質(zhì)量的影響,本研究選取了國內(nèi)外顧客體驗與顧客關(guān)系質(zhì)量的成熟量表,進(jìn)行問卷調(diào)查,運(yùn)用SPSS18.0進(jìn)行數(shù)據(jù)分析,通過信度分析、效度分析、相關(guān)性分析和回歸分析方法,探討互聯(lián)網(wǎng)旅行預(yù)訂平臺特性對顧客關(guān)系質(zhì)量的影響,檢驗顧客體驗的中介作用。最終得出如下結(jié)論：(1)互聯(lián)網(wǎng)旅行預(yù)訂企業(yè)的平臺特性是多維度的內(nèi)容結(jié)構(gòu),包括網(wǎng)絡(luò)外部性、價格傾斜性和交流互動性三個維度；(2)互聯(lián)網(wǎng)旅行預(yù)訂平臺特性與顧客關(guān)系質(zhì)量呈顯著的正相關(guān)關(guān)系；(3)互聯(lián)網(wǎng)旅行預(yù)訂平臺特性與顧客體驗呈顯著的正相關(guān)關(guān)系；(4)顧客體驗與顧客關(guān)系質(zhì)量呈顯著的正相關(guān)關(guān)系；(5)顧客體驗在互聯(lián)網(wǎng)旅行預(yù)訂平臺特性與顧客關(guān)系質(zhì)量的作用過程中起部分中介作用。本文探索性的將研究結(jié)論與實際因素相結(jié)合,為互聯(lián)網(wǎng)旅行預(yù)訂平臺企業(yè)提出了一系列管理方面的建議。
[Abstract]:This study attempts to explore the background of China's entering the era of mobile interconnection.Several key questions about the platform characteristics of the Internet Travel booking platform Enterprise (hereinafter referred to as the platform feature): what dimensions does the content structure of the Internet Travel booking platform feature include?What is the impact of Internet travel reservation platform features on customer relationship quality?Does the Internet Travel booking platform feature have an impact on customer relationship quality through customer experience as an intermediary?In order to solve the problem of the characteristic content structure of Internet travel booking platform, based on combing the relevant literature and combining the open survey and other methods, this study preliminarily concluded the keywords describing the characteristics of Internet platform.The measurement items of platform characteristics of Internet travel booking platform were developed, and the initial questionnaire was designed and a small sample pre-survey was carried out.Through statistical investigation data, reliability analysis and exploratory factor analysis using SPSS18.0, the quality of original items is tested, and some items are deleted or modified to form a formal questionnaire, and a large sample questionnaire is conducted.The reliability and validity of the questionnaire were tested by AMOS17.0.In order to verify the characteristics of Internet travel booking platform and the impact of customer experience on customer relationship quality, this study selected the mature scale of customer experience and customer relationship quality at home and abroad, and conducted a questionnaire survey.Through reliability analysis, validity analysis, correlation analysis and regression analysis, this paper discusses the influence of Internet travel booking platform characteristics on customer relationship quality and examines the intermediary role of customer experience.Finally, we draw the following conclusion: 1) the platform feature of Internet travel booking enterprises is a multi-dimensional content structure, including network externalities.(2) the characteristics of Internet travel booking platform have significant positive correlation with customer relationship quality. (3) Internet travel booking platform characteristics have significant positive correlation with customer experience.Customer experience has a significant positive correlation with customer relationship quality. (5) customer experience plays an intermediary role in the process of Internet travel booking platform characteristics and customer relationship quality.This paper combines the research findings with practical factors, and puts forward a series of management suggestions for Internet travel booking platform enterprises.
【學(xué)位授予單位】：廣西大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2016
【分類號】：F274;F592.6;F724.6

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本文編號：1691904