d酒店微信用户使用意愿影响因素分析  

Analysis of Influence Factors of Usage Intension of Hotel WeChat Users

作　　者：孙凤[1] 邹益民[1] 黄浏英[1] 

机构地区：[1]浙江大学,浙江杭州310058

出　　处：《旅游世界（旅游发展研究）》2014年第5期36-42,共7页

摘　　要：随着移动互联网的日益发展，微信已经成为酒店新媒介营销的主要工具，而如何投其所好，吸引更多的微信粉丝成为酒店微信管理关注的重点。本文以酒店微信用户使用意愿的影响因素作为研究对象，通过对相关文献的研究和对酒店微信用户及相关专家的访谈，初步提炼了影响酒店微信用户使用意愿的主要因素，并采用德尔菲法，选取25位业内专家进行意见征询与问卷测试，构建了酒店微信用户使用意愿影响因素的基本指标，即感知易用性、感知有用性、感知趣味性、交互体验性、非干扰性、感知可靠性和感知成本，其中每个指标又包含若干因素。然后，在此基础上提出了相应的管理建议。With the development of the Mobile Internet, WeChat has become a main new medium tool for hotel marketing. How to cater to users＇ pleasure and to attract more fans becomes a key point which must be highly focused by hotel WeChat managers. In this paper, by summarizing the related literature and interviewing with hotel WeChat users and experts, the main factors that affecting customer usage intention was preliminary refined. Then by using the Delphi method to selecting 23 experts in the field for consultation and questionnaire test, basic influence factors of usage intention of hotel WeChat users were conducted, which were perceived as ease of use, perceived usefulness, perceived easiness of use, interactive experience, non-interfering, perceived reliability and perceived cost, and each dimension contained several factors. On this basis, relevant WeChat management suggestions were given.

关 键 词：德尔菲法 酒店 微信 使用意愿 影响指标 

分 类 号：F832.35[经济管理—金融学]