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酒店在线评论阅读动机研究——基于消费者技能的比较分析


全文字数:13000字左右  原创时间:<=2022年

【内容摘要】

酒店在线评论阅读动机研究——基于消费者技能的比较分析
摘  要
酒店在线评论作为网络口碑的一种,越来越受到酒店管理者们的重视,主要是因为越来越多的消费者通过网络检索与酒店有关的信息,并参考评论提前进行预订。本文通过简单的访谈后,识别了酒店在线评论阅读的主要四个动机:便利性、降低风险、社会认同和娱乐性;然后通过问卷调查,验证了其四个因素均为消费者寻求酒店在线评论的主要动机;并从消费者的技能方面对这四个动机因素进行了探究;探究了这四种动机与消费者技能间的关系。研究表明:消费者技能水平影响酒店在线评论阅读的部分动机,即只对社会认同和娱乐性这两面产生影响;但对便利性和降低风险没有显著影响。
关键词:网络口碑  酒店网络营销  酒店在线评论阅读动机  消费者技能 
ABSTRACT
The online hotel review, as one form of the electronic word of mouth, is receiving an increasing attention from managers of the hotel industry, primarily because consumers are making considerable use of online forums and often do not book without seeking online advice on hotels. This paper conducted a qualitative interview and then identified four factors of the motivations to read online hotel reviews, including convenience, risk reduction, social reassurance and amusement. By the questionnaire, I’ve verified that the above four aspects are their main motives. Then I explore the relationship between the four factors and consumer expertise. Analysis suggests that different levels of consumer expertise will affect their motivations to read online hotel reviews, however, only limited to social reassurance and amusement. That is, consumer expertise just has an impact on social reassurance and amusement, but for convenience and risk reduction with no apparent effect.
Key words: eWOM; hotel network marketing; the motivation to read online hotel reviews;                consumer expertise

 

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