负面网络口碑对经济型酒店顾客购买决策的影响分析-(6169)

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1、correspondingcountermeasureaccordingtotheresearchconclusionFirst，thenetworkreputation，consumerpurchasingdecisionsaliteraturesearchandorganize，understandcurrentresearchandfindthestartingpointofresearchandtheoreticalfoundation．Secondly，basedonthetheory,thehypothes

2、is，atheoreticalmodeltoestablishresearchanddesignquestionnaire．Finally,thedatacollectedthroughquestionnaires，includingon—siteanddistributedpaperquestionnairesdistributedelectronicquestionnaireintwOwaysthroughthenetwork，recovering400questionnaires，337validquestion

3、naires．SPSS17．0softwareusingthequestionnairecollectedforstatisticalanalysis，includingreliabilityanalysis，validityanalysis，correlationanalysisandregressionAnalysis，thefollowingconclusions：(1)ThenegativeimpactonconsumerpurchasingdecisionsIWOMfactors：thenumberofWOM

4、network，thedegreeofnegativeWOMnetwork，perceivedusefulness，trustpropensityandriskperception．(2)Regressionanalysisshowed：theinfluenceofthestrongestpropensitytotrust,standardizedregressioncoefficientWas0．277；followedbyausefulperceptionofinformation，standardizedregr

5、essioncoefficientWas0．217；riskperceptionofthestandardregressioncoefficientwas0．204；Informationfeaturestandardregressioncoefficient0．137．Showedatendencytopurchasedecisionsaffectingconsumerconfidencetoconsumersmostprominent．Accordingtotheconclusionsmaderecommendat

6、ionsforhotelsIWOM：first，thehotelshouldpayfullattentiontothenegativewordofmouthnetwork；Second，toestablishanetworkcommunicationplatform，anefforttoreducethenumberofnegativeIWOM；Third，theeffectivecontrolofnegativeWOMinformationnetworkstrength；fourth，improveproductan

7、dservicequalityofthehotel；fifth，lowerhotelcustomerpurchasingdecisionsperceivedrisk；sixth，encouragecustomersonlinepositivecommentsaboutthehotel．KEYWORDS：WOM，negativeIWOM，economichotel，purchasedecision目录摘要⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．IABSTRACT．．．．．．．．．．．．．．．

8、．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．III录⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯V1绪论⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯