基于DEMATEL法的旅行预订类App评价指标体系

An Approach to the Travel Reservation App Assessment Based on DEMATEL

科学合理地识别现行旅行预订类App的关键指标,并判明各指标之间的相互关系,对于旅行预订类App的开发应用具有重要意义。研究以消费者购买决策过程的问题认知、信息搜索、方案评估、购买决策和购后行为等阶段为评价框架,结合旅游预订类App的特点,参考旅游电子商务网站中有关信息系统和营销等视角的指标,构建了由16个具体指标组成的旅行预订类App评价指标体系。应用DEMATEL方法,深入分析了各个指标间的相互影响关系,并绘制了影响网络关系图。研究结果显示:购买决策是旅行预订类App中最重要的影响维度,购后行为作为最终结果最容易受到其他维度的影响;信息搜索作为整个旅行预订类App评估维度的起因,可以影响包括问题认知、方案评估、购买决策和购后行为在内的所有维度。最后结合各个维度的具体指标,提出了改进和完善旅行预订类App建设的相关对策和建议。

Mobile communication technology has dramatically revolutionized the tourism industry.Travel reservation Apps allow consumer to book tourism products or services at anytime from anywhere; they are becoming increasingly popular. To prioritize key driving factors and identify the relationships among important criteria of travel reservation App is of vital importance for travel service providers in their design of such App. In this paper,16 criteria for evaluating travel reservation App were developed from the five stages of the consumer decision- making process： need recognition,information search,evaluation of alternatives,purchase choice and post- purchase behavior. These combine with the characteristics of travel reservation App and the evaluation criteria of tourism e-commerce sites from information systems and a marketing perspective. The decision making and trial evaluation laboratory（DEMATEL） method was applied to analyze the causal relationships between the dimension and criteria of travel reservation App,and to establish an influential network relation map（INRM） for those dimensions and criteria. The data in this study were obtained from the questionnaires of 14 experts with managerial experience,especially those with knowledge of travel e-commerce.The results show that purchase choice had the highest total degree of influence and was considered the most important dimension by experts and had significant influence over other dimensions; while post- purchase behavior and purchase choice were influenced by other dimensions. The information search dimension,with the highest value of reason degree,was called the master dispatcher. Otherwise,post-purchase behavior was the most vulnerable to impact. When considering design improvement,the experts all regard post- purchase behavior first and the first priority for improvement should be information research,which can then affect the remaining dimensions： need recognition,evaluation of alternatives and purchase choice.The network of relationships can also be seen as influencing each dimension. In the need recognition dimension,promotion campaign exerted a direct effect on the remaining criteria,including product details and product availability. This indicated that experts agree promotion campaign is the most influential way to improve need recognition. Regarding information research,overall look/design was the most important criterion,and it was also the most influential driving factor that affects other areas. In contrast,the ease of finding was the most vulnerable to influence and should be improved first. In the evaluation of alternative dimensions,price comparison had a direct effect on the brand and number of reviews. However,a brand exerted an effect on a number of reviews as well. This indicated that price comparison and brand improvements deserve to be prioritized. Within purchase choice,interactive communication was the most important driving factor,followed by customized service.Charge statement was the most important of the core problems that need to be solved. In other words,the improvement of customized service and interactive communication was the essential prerequisite for enhancing purchase choice. Regarding post- purchase behavior,met expectations was the most vulnerable to influence and should be improved first as the most important criterion. At last,the results of this study provide practical implications for travel service providers to improve the performance of their reservation App.