经济型酒店产品因素对网络团购影响的实证研究

Empirical Study on the Infuence of the Economical Hotel's Product Factors on Online Group-buying

基于产品因素的视角,分析了经济型酒店网络团购中价格利益、感知质量、感知便利对消费者购买行为的影响,得出价格与购买人数呈负相关,而且价格对折扣率与购买人数之间的负面关系有正向的调节作用;品牌、房型数、地理位置对购买行为有积极促进作用;基础设施、图片、有效期以及使用限制对消费者行为的影响不显著。

Based on the perspective of product factors, this paper analyzes the impact of price interest, per- ceived quality, perceived convenience of economical hotel ＇ s Group - buying on purchase behavior. The paper rea- ches that the price has a negative effect on purchase behavior, and the price has a positive adjustment on the nega- tive relationship between discount and purchase behavior; brands, the number of room types and geographic loca- tion have a positive effect on purchase behavior; infrastructure, pictures, due time and use limitation do not have significant impact on purchase behavior.