旅游网站用户满意度影响因素研究——以同程网为例

随着电子商务时代的到来,旅游业进入一个前所未有的智慧旅游时代,我国在线旅游用户人数也在迅速增长。本文针对影响旅游网站用户满意度的4大因素:网站设计与安全、信息内容质量、吸引力与关怀性和服务及时性,通过问卷调查法构建模型,提出假设,同时以同程网为例,在对实际调查数据进行有效性分析、因子分析、回归性分析的基础上,得出4个影响因素均与用户满意度呈显著正相关关系的结论。最后,就提升旅游网站用户满意度提出了优化设计和提升信息安全性、丰富和创新产品种类、增强网站交互性、实现资源共享和协同发展等建设性建议。

With the advent of the era of e-commerce, the tourism industry has entered an era of unprecedented wisdom tourism, and the number of online travel users in China is growing rapidly. This paper puts forward an assumption for the four factors that affect tourism website user satisfaction, including website design and safety, information content quality, attraction, and caring and service promptness, through the questionnaire investigation to build a model. In addition, taking Tongcheng Website as an example, on the basis of the effectiveness, regression and factor analyses of the actual survey data, it is concluded that four influencing factors have significant positive correlations with user satisfaction. Finally, it proposes some constructive suggestions to improve the user satisfaction of tourism website by optimizing the design, enriching and renewing our product categories, improving information security, enhancing the interactivity of innovation, and realizing resource sharing and collaborative development.