基于数量化理论Ⅲ类的网购旅游产品 行为特征识别——以实物产品为参照

On Recognizing Behavioral Characteristics of Online Tourism Products Shopping Based on Quantification Theory TypeⅢ:In Contrast to Physical Products

旅游产品网购市场的规模越来越大,深刻理解消费者网购旅游产品的行为特征,有助于深化网购行为的相关研究,提高市场营销效率。为此,文章引入具有量化处理定性数据优势的数量化理论Ⅲ类分析方法,比较了人们网购旅游产品和实物产品的倾向性,以及网购时参考的线上评论主题间的关联性。主要结论有:第一,相较于实物产品,消费者网购旅游产品的倾向性更低,但关联购买倾向性最高的是一对旅游产品,即酒店住宿产品和旅游线路产品;第二,相较于实物产品,消费者网购旅游产品时的线上评论选择行为存在较大差异,购买旅游产品时消费者倾向于关注安全主题类线上评论,购买实物产品时倾向于关注品牌主题类线上评论;第三,消费者网购旅游产品和实物产品的行为倾向性与线上评论选择行为的组合差异较大。文章为消费者类型划分提供了新思路,也有利于人们更加深入地认识消费者网购行为。

Online platforms have become an important way to search for information or buy products,which include tangible physical products and intangible tourism products. In order to improve marketing efficiency,it is necessary to do in-depth researches on behavioral characteristics of online shopping. By using Hayashi’s quantification theory type Ⅲ,which is useful in the processing of qualitative data,this paper compared online shopping behavior tendency and correlation degree of online information search behaviors of tourism products and physical products.The main conclusions are:(1)compared with physical products,consumers’ propensity to buy tourism products online is universally low while the highest propensity goes to tourism products in shopping for the correlation of different products;(2) compared with physical products,there are more differences in online comments choosing behaviors which are magnified by their focus on comments on safety theme while shopping for tourism products and whose on brand theme when shopping for physical products;(3)the combination of online shopping behaviors and online information search behaviors between tourism products and physical products differs greatly. This study provided a new way to segment consumer types for a deeper understanding of differences between online shopping behavior of tourism products and physical products.