本文選題：在線旅游 + 顧客感知價值��； 參考：《武漢理工大學》2015年碩士論文

【摘要】：互聯(lián)網(wǎng)技術的發(fā)展加快了旅游產(chǎn)業(yè)鏈向線上轉(zhuǎn)移的步伐,旅游經(jīng)營者紛紛加緊線上業(yè)務布局。在線消費模式比價的便利以及消費者在線消費技能的提高,讓單純的價格戰(zhàn)無法肩負獲取競爭優(yōu)勢的重任,而以客戶需求為出發(fā)點的拉式競爭戰(zhàn)略優(yōu)勢突出。實施拉式競爭戰(zhàn)略,首先就得以客戶為導向,充分了解消費者的態(tài)度和行為意向。本文研究在線旅游網(wǎng)站消費者行為,以顧客感知價值為核心,向前引入了顧客感知價值驅(qū)動因素,向后延伸了顧客感知價值對訂購意愿的影響,在感知價值與訂購意愿之間引入了消費者成熟度因素。綜合考慮國內(nèi)外相關研究及在線旅游消費的特點,本文在變量界定時,將顧客感知價值劃分為感知功能價值和感知享樂價值兩個維度;引入感知風險、購買成本、網(wǎng)站服務質(zhì)量三個變量作為感知價值的驅(qū)動因素;將消費者成熟度劃分為曾經(jīng)使用在線旅游網(wǎng)站頻率和在線旅游網(wǎng)站使用能力兩個維度。以消費者行為理論、刺激-機體-反應范式為基礎構建感知價值驅(qū)動因素-感知價值-訂購意愿模型,探索感知價值三大驅(qū)動因素對感知價值、感知價值兩個維度、訂購意愿的影響,以及感知價值及其兩個維度對訂購意愿的影響。以信念調(diào)整模型、認知失調(diào)理論、成熟度模型為基礎構建了消費者成熟度調(diào)節(jié)效應模型,分析成熟度在感知價值與訂購意愿之間的調(diào)節(jié)作用,其中在成熟度劃分問題上采用粗糙集綜合評價模型結合Matlab進行了指標約簡和權重計算,以綜合評價得分排序為依據(jù),將調(diào)查者劃分為低成熟度、中等成熟度和高成熟度三組。通過問卷調(diào)查的方式,回收了352份有效問卷,使用SPSS進行了數(shù)據(jù)分析,對研究假設進行檢驗,結果發(fā)現(xiàn):第一,網(wǎng)站服務質(zhì)量正向影響顧客感知價值及訂購意愿;感知風險負向影響感知功能價值和訂購意愿,對感知享樂價值影響不顯著;購買成本對感知價值與訂購意愿的影響并不顯著;網(wǎng)站服務質(zhì)量對感知價值和訂購意愿的影響都明顯高于感知風險。第二,感知價值顯著影響顧客訂購意愿;成熟度在感知價值與訂購意愿之間起顯著調(diào)解作用,并且低成熟度組的感知價值對消費者訂購意愿的影響要大于高成熟度組。根據(jù)假設檢驗結果,本文提出了在線旅游網(wǎng)站運營過程中為提高市場占有率,可以從提高顧客感知價值入手,而改善顧客感知價值應該以提高網(wǎng)站服務質(zhì)量為主,降低感知風險為輔;在制定營銷策略時應該以低成熟度客戶的需求和顧慮為出發(fā)點,制定符合這類人群心理特征的營銷策略,從而獲取更大的市場份額。
[Abstract]:The development of Internet technology speeds up the transfer of tourism industry chain to the line, tourism operators have stepped up the layout of online business.The convenience of online consumption mode and the improvement of consumers' online consumption skills make the simple price war can not shoulder the responsibility of obtaining competitive advantage, while the pull competitive strategic advantage based on customer demand is outstanding.The implementation of pull-type competition strategy, first of all, customer-oriented, fully understand consumer attitudes and behavioral intentions.This paper studies the consumer behavior of online tourism websites, taking customer perceived value as the core, introducing the driving factor of customer perceived value forward, extending the influence of customer perceived value on ordering will.Consumer maturity factor is introduced between perceived value and willingness to order.Considering the characteristics of domestic and foreign related research and online tourism consumption, this paper divides customer perceived value into two dimensions: perceived function value and perceived enjoyment value, and introduces perceived risk, purchase cost, and so on, when defining the variables, the customer perceived value is divided into two dimensions: perceived function value and perceived enjoyment value.The three variables of website service quality are the driving factors of perceived value, and the consumer maturity is divided into two dimensions: the frequency of using online tourism website and the ability of using online tourism website.Based on consumer behavior theory, stimulus-organism response paradigm, a model of perceived value driver, perceived value and willingness to order is constructed to explore the three driving factors of perceived value to perceived value and two dimensions of perceived value.The influence of willingness to order, and the influence of perceived value and its two dimensions on willingness to order.Based on belief adjustment model, cognitive maladjustment theory and maturity model, this paper constructs a model of consumer maturity adjustment effect, and analyzes the regulatory role of maturity between perceived value and purchase intention.The rough set comprehensive evaluation model combined with Matlab is used to reduce the index and calculate the weight. Based on the comprehensive evaluation score ranking, the investigators are divided into three groups: low maturity, middle maturity and high maturity.Through the method of questionnaire, 352 valid questionnaires were collected, and the data were analyzed with SPSS, and the research hypotheses were tested. The results showed that: first, the service quality of the website positively affected the perceived value of customers and the willingness to order;Perceived risk negatively affects perceived functional value and purchase intention, but has no significant effect on perceived hedonic value, while purchase cost has no significant effect on perceived value and purchase intention.The effect of service quality on perceived value and willingness to order is significantly higher than perceived risk.Secondly, perceived value significantly affects customer's willingness to order; maturity plays a significant role in mediating between perceived value and willingness to order, and the influence of perceived value of low maturity group on consumer's willingness to order is greater than that of high maturity group.According to the hypothesis test results, this paper puts forward that in order to increase the market share in the operation of online tourism website, we can start with improving customer perceived value, and improve customer perceived value should focus on improving the service quality of the website.The marketing strategy should be based on the needs and concerns of the low maturity customers, and the marketing strategy should accord with the psychological characteristics of this kind of people, so as to obtain a larger market share.
【學位授予單位】：武漢理工大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F724.6;F592.6

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