在线评论对酒店预订决策影响的实证研究.doc

. .. 摘 要 随着互联网的快速发展，以及在线旅游的日益兴盛，越来越多的人参与其中。在旅游电子商务的发展中，飞机和酒店的预订业务发展最为典型。而在线评论在网络消费者对酒店产品的预订过程中，发挥着相当重要的作用。尽管国内外学者已经看到了在线评论对消费者决策的影响力，但从评论本身特质深入挖掘其影响力的却是寥寥无几。 在这种背景下，本文以酒店消费者为研究对象，主要剖析在线评论的内在特质对酒店消费者预订决策的影响程度，以及在线评论对酒店消费者预订决策的影响过程中受到哪些因素的影响。具体来说，本文从在线评论的评论内容质量、评论的数量和评论的倾向性三个方面来验证在线评论对酒店消费者预订决策的影响程度。设计测量量表，并通过问卷发放获得统计数据。随后，利用统计软件对数据进行了描述性分析、信度分析、相关分析、方差分析和回归分析。 通过统计分析基本验证了本文的研究模型和理论假设：评论内容质量、评论的数量、正面评论和负面评论对酒店消费者的预订决策有显著影响。最后，根据实证研究结果，针对酒店如何做好网络营销和改善服务质量，提出了相关建议：重视在线评论内容质量评估体系的建立；鼓励网络消费者多发表评论；对在线评论建立有效的监控和处理机制；加强对恶意虚假评论的监管。 关键词：在线评论；酒店预订；网络消费；购买行为 Abstract As rapid development of Internet technology, as well as the growing prosperity of the online tourism, the proportion of tourism consumption is increased. In tourism electronic commerce development, the plane and hotel booking is typical. And to visitors, in the process of online comments in the decision-making process of tourists has played an important role. Although domestic scholars have seen online commentary on the influence of the customer purchase decisions, but from perspective to study the inner qualities comments online to hotel customer purchase decision influence is very few. In this context, the paper mainly analyzes the inner qualities comments online to hotel customer purchase decisions influence and online comments to the customer purchase decisions in the process of influence by what factors. Specific said this study from online review quality, online review quantity and online review orientation three aspects to verify characteristics of hotel customers to buy the influence degree of the decision. Then the paper design measurement scales, and questionnaires to obtain statistical data. Then it adopts statistic software to handle the data with descriptive analysis, reliability analysis, validity analysis, regression analysis and variance analysis. Basic statistical analysis verified the research model and theoretical assumption, the quality of online review, the quantity of online review, and ten