旅游O2O产品购买意愿影响因素研究

Research on Factors Influencing the Purchase Intention to O2O Product of Tourism

用户消费决策是旅游O2O发展的关键所在。了解消费者旅游O2O产品购买意愿的影响因素及各因素影响程度的大小,有助于旅游O2O的发展。运用因子分析和灰色关联分析发现:影响消费者旅游O2O产品购买意愿的因素主要有感知易用、感知有用、感知风险、购买环境、主观规范、和选择空间等六个;且六大因素对消费者旅游O2O产品购买意愿影响程度从大到小分别为选择空间、感知易用、购买环境、感知有用、感知风险和主观规范。

The user consumption decision is the key to the development O2Oof tourism. To know the factors influencing the purchase intention of consumers about O2O tourism and the ratios of every factors are beneficial for the development of O2O tourism. Through adopting the factor analysis and grey correlation analysis, this paper finds that the purchase intention of consumers depend on the easy - usage perception, practicable perception, risk perception, purchase environment, subjective norms and optional category and the influencing degree can be arranged from high to low as follows, optional category, easy - usage perception, purchase environment, practicable perception, risk perception, and subjective norms.