大学生旅游网购决策影响因素的实证分析——以郑州大学为例

Students' Travel Decisions Influencing Factors of Online Shopping ——Taking Zhengzhou University as an example

以郑州大学在校学生为问卷调研对象,从旅游需求动机、旅游信息收集和评估与选择3个方面来分析大学生旅游网购行为的影响因素,并将这些因素划分为14项子指标,构建影响因素模型.通过SPSS因子分析和回归分析得到修正后的影响因素模型,研究结果发现:旅行社介绍、网站功能和服务保证对购买决策有重要影响,且呈负相关关系;节省费用、性价比和支付的安全性也对大学生网购旅游产品决策行为有重要影响,且呈正相关关系.

This article aims at the young university students groups,takes students as the obj ect of the questionnaire survey,analyzes the factors affecting tourism online shopping behavior from three aspects, which are tourism demand,tourism information collection and assessment and selection.Through factor a-nalysis and regression analysis,this paper find that travel agents presentations,site features and services have a negative influence on purchase decisions;cost savings,cost and payment security also have a posi-tive influence on college online shopping tourism product decision-making behavior.