新零售背景下旅游电商服务优化研究

Research on the Service Optimization of Tourism E-commerce under the New Retail Background

文中基于289份消费者问卷调查,研究新零售模式下,消费者满意度和线下消费意愿的影响因素。结果发现:全渠道促销信息融合、服务共享融合和网络平台的感知易用性、感知互动性、感知风险会对用户满意度产生显著影响;全渠道服务共享融合、信息获取融合和线下体验会对线下消费意愿产生显著影响。基于研究发现,进一步提出旅游电商服务优化建议。

Basing on 289 questionnaire samples,this paper investigates the influencing factors of consumer satisfaction and offline purchase intention in the new retail mode.The findings show that such factors as All-channel promotional information fusion,service sharing integration,perceived ease of use,perceived interactivity and perceived risk of net work platform will affect customer satisfaction.All-channel service sharing integration,information acquisition integration and offline experience will have a significant positive impact on offline purchase intention.