“Y世代”在线酒店产品消费行为的特征及影响因素

Generation Y's Purchasing Behavior Towards Online Hotel Products

采用定量研究的方式,探讨诞生于1982—2000年一代(称为"Y世代")在线酒店产品消费行为的特征及影响因素。研究发现,"Y世代"在线上酒店产品的消费上相对理性,且倾向选择便捷的预定方式。他们较青睐知名的中间代理商,对新兴的社会化媒体、UGC平台、非标住宿或电商平台等认知度并不高。同时,"Y世代"选择预定网站时受网站品牌与品质、安全性能、预订程序和售后服务的影响;他们在网站的使用习惯、品牌与品质、预定程序及酒店会员福利上存在显著差异。在选择特定的在线酒店产品时,网络评价、酒店的价格、酒店图文信息及酒店排名对"Y世代"的影响较大。

A quantitative study of the online hotel products consuming behavior of the gen Y and its influencing factors is made,and it was found that the gen Y is generally rational in online hotel product consumption,tending to usemore convenient way for hotel booking.They make regular use of renowned OTA,but have little knowledge of the emerging social media,UGC platform,nonstandard accommodation or e-business platform.They are influenced by brand,quality,security performance,booking process convenience and after-sales service quality of the websites when selecting websites for hotel booking,which turn out to havesignificant difference in the use of website,brand and quality,booking procedures and membership benefits.Moreover,they are remarkably influenced by comments,price,graphic and text information as well as ranking of the hotels.