互联网旅游企业云服务创新对品牌资产价值影响研究  

Research on the Influence of Cloud Service Innovation of Internet Tourism Enterprises on Brand Equity Value

作　　者：张岚[1] 何雪莹 曹芳东[2] Zhang Lan;He Xueying;Cao Fangdong(School of Finance and Business,Shanghai Normal University,Shanghai 200234,China;School of Geography,Nanjing Normal University,Nanjing 210023,China)

机构地区：[1]上海师范大学商学院,上海200234 [2]南京师范大学地理科学学院,江苏南京210023

出　　处：《南京师大学报（自然科学版）》2020年第2期78-83,共6页Journal of Nanjing Normal University(Natural Science Edition)

基　　金：国家自然科学基金项目(41771154).

摘　　要：运用服务创新和品牌资产理论分析智慧城市发展背景下互联网旅游企业采用云计算技术进行服务创新对提升品牌资产价值的影响机制.通过实地调研获取样本数据,运用SPSS22.0和AMOS21.0统计软件进行实证分析.云服务创新四维度包括云服务概念、云服务界面、云服务传递和云技术保障.回归分析结果表明:(1)"云服务概念"和"云技术保障"显著影响品牌资产价值;(2)"云服务传递与云服务界面"影响品牌资产价值的效应存在差异;(3)"云服务概念"同时影响品牌资产价值3个维度;(4)"云技术保障"显著影响品牌资产价值,影响因子的回归效应最为凸显.研究结论可为互联网旅游企业实施云服务的创新战略提供决策参考,从而提高企业的品牌价值,提升经营效益,强化竞争实力.Based on the theory of service innovation and brand equity,this paper analyzes the influence mechanism of Internet tourism enterprises to improve the value of brand equity by using cloud computing technology for service innovation under the background of smart city development. Sample data were obtained through field investigation. SPSS22.0 and AMOS21.0 statistical software were used for empirical analysis. Cloud service innovation includes four dimensions: cloud service concept,cloud service interface,cloud service delivery and cloud technology guarantee.The results of regression analysis show that:(1)"Cloud service concept"and"cloud technology guarantee"significantly affect brand equity value;(2)There are differences in the effect of"cloud service delivery and cloud service interface"on brand equity value;(3)"Cloud service concept"influences three dimensions of brand equity value at the same time;(4)"Cloud technology guarantee"has a significant impact on brand equity value,and the regression effect of influencing factors is the most prominent. The research conclusion can provide decision-making reference for Internet tourism enterprises to implement cloud service innovation strategy,so as to improve the brand value of enterprises,improve business efficiency and strengthen competitive strength.

关 键 词：云计算 服务创新 品牌资产 互联网旅游企业 

分 类 号：F592.7[经济管理—旅游管理]