旅游电子商务消费者购买意愿的影响因素研究-以去哪网为例.docxVIP

PAGE PAGE 11 旅游电子商务消费者购买意愿的影响因素研究 ——以“去哪儿网”为例 摘 要：随着电子商务时代的来临，我来旅游业出现巨大变革，传统旅游行业受到颠覆性发展。旅游从业者利用网络平台，应用电子商务模式，将自己的旅游产品实现跨地域、跨空间销售，极大的推动了旅游行业的发展。其中，作为我国四大线上旅游平台之一，“去哪儿网”凭借周到的服务、丰富的产品，不断占领新的旅游市场份额，成为国内线上旅游平台的领头羊。但是，随着市场的饱和，同类产品的增多，如何进一步分析消费者对本平台旅游产品购买意愿的影响因素，提高用户黏度，成为“去哪儿网”面临的主要发展难题。鉴于此，本文通过对旅游电子商务消费者购买意愿影响因素的调查，找出影响消费者购买意愿的主要原因，并提出相对应的改进对策，以期为促进“去哪儿网”旅游电子商务的发展提供新思路。 关键词：“去哪儿网”；旅游电子商务；购买意愿；影响因素 A Study on the Influencing Factors of Tourist E-commerce Consumers Purchasing Intention ——Taking Qunar Network as an Example Abstract: With the advent of the e-commerce era, great changes have taken place in the tourism industry, and the traditional tourism industry has been disrupted. Tourism practitioners use online platforms and apply e-commerce models to realize the cross-regional and cross-space sales of their tourism products, which has greatly promoted the development of the tourism industry. Among them, as one of the four major online travel platforms in China, Q, with its considerate services and rich products, has continuously occupied new travel market shares and become a leader in domestic online travel platforms. However, with the saturation of the market and the increase of similar products, how to further analyze the influencing factors of consumers willingness to purchase tourism products on this platform and increase user stickiness has become a major development problem faced by Q. In view of this, this article investigates the factors that influence the purchase intention of consumers in tourism e-commerce, finds out the main reasons that influence consumers ’purchase willingness, and proposes corresponding improvement countermeasures, with a view to promoting the development of Go where the Internet tourism e-commerce Provide new ideas. Keywords: Where to Go; tourism e-commerce; purchase intention; influencing factors 引言 近年来，随着我国旅游行业快速发展，使得旅游经济在国民经济中的重要性越来越突出。其中，据艾媒咨询发布的报告2018年时中国旅游业总收入高达6.0万亿元，旅游业及相关产业为GDP贡献额高达9.9万亿元。为了进一步推动我国旅游业的发展，2019年，国务院提出了“发展全域