酒店动态定价背景下的顾客情绪与购后行为研究——基于在线评论的证据

Research on Customer Emotion and Post-Purchase Behavior under the Background of the Hotel Dynamic Pricing:Based on the Evidence from Online Reviews

当前,酒店受收益最大化的驱使,透过电商平台更加频繁地对价格进行动态调整,而借助互联网,顾客获取价格信息的渠道也越来越多,对价格歧视的感知更明显,动态定价策略势必会对顾客情绪和购后行为产生影响。因此,以携程旅行网3256条酒店在线评论为分析文本,运用内容分析法中的词频分析、情绪分析以及社会语义网络分析进行研究。词频分析结果显示高频词集中于动态定价类、情绪类以及顾客行为类;情绪分析结果显示顾客情绪中消极情绪占据主导地位,其次是积极情绪,最后是中性情绪;结合编码方法总结出顾客购后行为有:自我保护、报复、顾客忠诚、利他四类;社会语义网络分析中顾客对动态定价总体表现出“核心层—次核心层—边缘层”的层级结构。最后根据研究结论,文章提出了相应的管理建议。

Due to the limited tracking ability of customers'information,enterprises faced significant costs in adjusting prices.Now,under the influence of the Internet and new technologies,enterprises can frequently adjust price through e-commerce platforms.At the same time,there are more and more channels for customers to obtain price information.Thus,dynamic pricing is bound to have an impact on customers'emotions and post-purchase behaviors.This paper takes 3256 hotel online reviews from Ctrip site as research sample,and applies content analysis method to analyze them.Research finds that:firstly,the word frequency analysis results show that the high-frequency words focus on dynamic pricing,emotion and customer behavior.Secondly,emotion analysis results show that the negative emotion is dominated,followed by positive emotion and neutral emotion.Thirdly,the post-purchase behavior analysis of customers adopts the coding method to conceptualize and summarize the four post-purchase behaviors of self-protection,revenge,customer loyalty and altruism.Last but not least,in the analysis of social semantic network,it generally presents a hierarchical structure of“core layer-sub-core layer-marginal layer”.Finally,according to the conclusion,this paper puts forward the corresponding suggestions to improve the hospitality management.