双11购物狂欢节旅游现象研究  

The Double Eleven Shopping Carnival Research

作　　者：魏卫[1] 程桃源 谭诗琪 

机构地区：[1]华南理工大学,广州510006 [2]香港中文大学,香港999077

出　　处：《重庆交通大学学报（社会科学版）》2017年第6期35-41,共7页Journal of Chongqing Jiaotong University:Social Sciences Edition

基　　金：国家旅游局项目"我国酒店业低碳技术扩散与转型升级研究"(11TACG012);广东省高等教育教学改革项目"粤港澳高校酒店管理优质课程区域共享机制研究"(GDJG20141024);广州市教育局高校创业创新教育项目"旅游+互联网创新创业教育实践探索"(201709K38)

摘　　要：随着科学技术进步、互联网普及与电子商务的发展,在线购物已成为购物新形式。以双11购物狂欢节为首的网络购物节事活动受到众多消费者热捧。从旅游者、旅行社以及飞猪旅行平台三个角度探索双11旅游节事活动中影响消费者网购满意度与购买行为的因素。基于问卷研究结果,根据消费者行为学中的ASCI顾客满意度指数模型理论,构建消费者满意度及购买影响因素模型,并提出9个可能影响消费者旅游产品购买行为的假设,对旅游电商平台和旅行社的发展提出创新性改进思路,为今后双11及其他旅游节事销售提供有益建议。bWith the development of technology as well as the popularity of the electronic commerce,online shopping has a new shopping choice for lots of Chinese. Shopping online has been a new tendency for most Chinese. This article is aiming at analyzing the effect of the enrollment of traditional travel agency on the double eleven online shopping carnival from the perspec-tive of the tourist,the travel agency and Fliggy. Questionnaire method was used to analyze custoto predict shopping cart on the carnival. The American Customer Satisfaction Index Model and multiple statisused to analyze data from questionnaires. The existing problems ar^ pointed out, which may help Fligg and other large-seale on-line travel agencies improve their products and services.

关 键 词：双11购物狂欢节 旅游节事 影响研究 

分 类 号：F713.36[经济管理—产业经济]