旅游消费者在线购买行为决定性因素研究--基于珠三角消费者的实证分析

Study on the Determinants of Consumer Behavior in Online Tourism Services:--An Empirical Investigation Based on the Consumer of Pearl River Delta Region

为了识别、吸引和留住在线旅游消费者,互联网成为企业了解消费者行为和感知的重要工具。通过探讨影响珠三角旅游消费者在线购买行为的决定性因素以及各因素间的关系,发现刺激因素、信息搜集和服务质量评价三个决定性因素对消费者忠诚度产生重大影响,决定了消费者进行旅行规划时的在线消费行为。研究结果将有助于在线旅游企业的服务更加符合消费者需求。

In order to identify, attract and retain online travel consumers, the Internet has become a very important instrument to understand consumer behavior and perception.By exploring the determinants which influence the consumer behavior of the customers to use online travel services and to show their interrelationship in the perspective of Pearl River Delta. Stimuli, information search and service quality evaluation have a significant impact on the loyalty of online travel consumer behavior, this will determine the consumer behavior of online travel services for travel planning purposes. The results of this research will be helpful to the online travel services become more consumer oriented.