基于旅游APP用户的乡村民宿购买意愿的影响因素研究

Research on the Influencing Factors of Purchase Intention of Rural Homestay Based on Travel APP Users

通过问卷调查的方式,采用SPSS20.0进行数据处理,分析旅游APP用户购买民宿的影响因素.研究发现:个人认知是影响旅游APP用户民宿购买意愿最主要的因素,其次是硬件设施、软件服务和预定意愿,环境氛围影响最小.个人认知维度中预定民宿的买家评价信息影响最大,硬件设施方面安全和独立卫生间是住客最关心的问题,软件服务方面客服的服务态度和业主提供咨询服务影响消费者的购买意愿,预定意愿方面良好的民宿买家评价会加快消费者的购买决策,环境氛围方面消费者对民宿所在地理位置的交通是否便利关注度最高.

This paper adopts the method of questionnaire survey to adopt SPSS20 for data processing, and analyzes the influencing factors of the purchase of homestay by users of travel APP. The study found that personal cognition is the most important factor affecting purchase intention of travel app users, followed by hardware facilities, software services, and booking intentions, and the environment has the least impact. In the personal cognitive dimension, the evaluation information of the buyers of the booked B＆B has the greatest impact. The safety of the hardware facilities and the independent toilet are the most concerned issues for the occupants. The service attitude of the customer service in the software service and the purchase intention of the customer to provide consulting services affect the consumers＇ purchase intention. Appraisals of well intentioned bed and breakfast buyers will speed up consumers＇ buying decisions. In terms of the environment, consumers are most concerned about the convenience of transportation in the location of the hotel.