【摘要】：隨著電子商務(wù)在中國(guó)的進(jìn)一步發(fā)展，互聯(lián)網(wǎng)更是進(jìn)入到了一個(gè)新的快速的發(fā)展階段。在這樣的環(huán)境下，網(wǎng)絡(luò)團(tuán)購(gòu)經(jīng)過(guò)了2012年的“百團(tuán)大戰(zhàn)”重新洗牌，進(jìn)入到一個(gè)相對(duì)穩(wěn)定的發(fā)展時(shí)期。同時(shí)，隨著中國(guó)網(wǎng)民數(shù)量的增多、團(tuán)購(gòu)市場(chǎng)的進(jìn)一步擴(kuò)大，在2012年的團(tuán)購(gòu)行業(yè)調(diào)查中，酒店旅游團(tuán)購(gòu)成交額也大幅增長(zhǎng)，達(dá)到18.39億元，，較2011年凈增13.83億元，增長(zhǎng)率為303.29%，為各類(lèi)別增長(zhǎng)幅度最大的一個(gè)。以上論述說(shuō)明了網(wǎng)絡(luò)團(tuán)購(gòu)作為一種重要的電子商務(wù)模式，越來(lái)越影響到消費(fèi)者的日常生活，而且酒店類(lèi)網(wǎng)絡(luò)團(tuán)購(gòu)作為消費(fèi)者進(jìn)行酒店預(yù)訂的一個(gè)新的選擇方式也走向了常態(tài)化。 本文研究在結(jié)合酒店類(lèi)網(wǎng)絡(luò)團(tuán)購(gòu)自身獨(dú)特特征的基礎(chǔ)上，分析酒店類(lèi)網(wǎng)絡(luò)團(tuán)購(gòu)的消費(fèi)者持續(xù)購(gòu)買(mǎi)的影響因素。首先是結(jié)合了經(jīng)典的TAM模型分析了酒店類(lèi)網(wǎng)絡(luò)團(tuán)購(gòu)中消費(fèi)者持續(xù)購(gòu)買(mǎi)的滿(mǎn)意度的影響因素，然后根據(jù)文獻(xiàn)的研究和酒店類(lèi)網(wǎng)絡(luò)團(tuán)購(gòu)的特點(diǎn)找出了影響消費(fèi)者持續(xù)購(gòu)買(mǎi)意愿的多個(gè)變量：消費(fèi)者個(gè)性特征、品牌偏好、消費(fèi)者線下體驗(yàn)，然后根據(jù)結(jié)構(gòu)方程模型建模分析了各個(gè)自變量和因變量之間的關(guān)系，并且確定了最終的路徑研究結(jié)果。 本文的現(xiàn)實(shí)意義是根據(jù)理論研究的結(jié)果分析酒店類(lèi)網(wǎng)絡(luò)團(tuán)購(gòu)中消費(fèi)者持續(xù)購(gòu)買(mǎi)意愿的影響因素，為酒店類(lèi)網(wǎng)絡(luò)團(tuán)購(gòu)企業(yè)在今后的發(fā)展中提出有效的對(duì)策，提高消費(fèi)者滿(mǎn)意度進(jìn)而保持消費(fèi)者的持續(xù)購(gòu)買(mǎi)，同時(shí)為企業(yè)帶來(lái)更多的利潤(rùn)進(jìn)而讓商家在團(tuán)購(gòu)的過(guò)程中完成自我提升。
[Abstract]:With the further development of electronic commerce in China, the Internet has entered a new rapid development stage. In such an environment, the network group purchase after 2012, "100 League War" reshuffle, into a relatively stable period of development. At the same time, with the increase in the number of Internet users in China and the further expansion of the group buying market, the turnover of hotel group buying has also increased significantly in 2012, reaching 1.839 billion yuan, a net increase of 1.383 billion yuan over 2011. The growth rate was 303.29, the largest increase in each category. As an important electronic commerce mode, the online group purchase has more and more influence on the daily life of consumers. As a new choice of hotel reservation for consumers, the hotel group purchase is becoming more and more normal. Based on the unique characteristics of hotel online group buying, this paper analyzes the influencing factors of hotel network group buying. First of all, combined with the classical TAM model, this paper analyzes the influencing factors of the customer's satisfaction with the continuous purchase in the hotel network group purchase. Then, according to the research of literature and the characteristics of hotel online group buying, we find out the variables that affect the consumers' willingness to buy continuously: consumer personality, brand preference, consumer offline experience. Then, the relationship between the independent variables and dependent variables is analyzed according to the structural equation model, and the final path research results are determined. The practical significance of this paper is to analyze the influencing factors of the consumers' willingness to purchase in the hotel network group purchase according to the results of theoretical research, and to put forward effective countermeasures for the hotel network group buying enterprises in the future development. Increasing consumer satisfaction and keeping consumers buying continuously, while bringing more profits to enterprises, which will enable businesses to complete self-improvement in the process of group buying.
【學(xué)位授予單位】：東華大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類(lèi)號(hào)】：F724.6;F719

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