摘要
本文在文献研究的基础上运用结构方程模型,借助已有的成熟理论研究成果构建了景区团购影响因素模型,通过介入团购感知变量为中间变量,进而引入景区知名度、团购折扣率、满意度提升和团购人数等,对景区团购重新购买意愿有影响的外因变量进行模型拟合,认为感知质量、满意度提升和知名度等对景区团购重新购买意愿有显著的影响,旨在为景区网络营销的理论研究和实践运作提供有益参考。
On the basis of literature research, using the mature theory of the existing research results, this paper builds the influence factor model of group buying for scenic spot. By using intervention group buying perception variable as the intermediate variable, and introducing the scenic spot name recognition, satisfaction and group buying discount rate, and the number of group buying, the paper carries out model fitting on exogenous variables affecting the repurchasing intention to the scenic spot. We found that perceived quality, satisfaction and recognition have significant effects on repurchasing intention. The purpose of this paper is to provide beneficial reference for scenic spots network marketing.
出处
《商业研究》
CSSCI
北大核心
2014年第10期166-173,共8页
Commercial Research
关键词
团购
影响因素
景区
group buying
influence factors
scenic spot
