网络旅游团购下消费者信任的影响因素研究  

Research on the Influencing Factors of Consumer Trust under the Network Travel Group Purchase

作　　者：伍向阳 谢远健 陶安 Wu Xiangyang;Xie Yuanjian;Tao An(Jiangxi College of Applied Science and Technology,Nanchang 330100,P.R.China)

机构地区：[1]江西应用科技学院,江西南昌330100 [2]江西应用科技学院现代管理学院,江西南昌330100

出　　处：《江西科技师范大学学报》2020年第2期58-68,128,共12页Journal of Jiangxi Science & Technology Normal University

摘　　要：通过对网络旅游团购的定义、运作模式以及现存问题分析发现,消费者的信任问题是影响网络旅游团购的重要因素。本文从实用性、易用性、交易安全性、网站品质、商家声誉五个维度构建研究模型,提出相应研究假设,并通过构建回归模型对各假设进行了有效验证。基于此,研究提出了相应建议:商家应维护好自己的品牌形象赢得消费者的信任;网站应完善商品或服务的搜索系统、简化整体交易流程和加强个人信息安全等措施为消费者的营造舒适安全的消费环境;监督部门应加强对网络旅游团购网站的准入门槛和完善网络旅游团购相关法律法规等措施为网络旅游团购运营提供良好的外部环境。through the analysis of the definition,operation mode and existing problems of the online travel group purchase,we found that the trust of consumers is an important factor affecting the online travel group purchase.This paper constructs a research model from five dimensions:practicality,usability,transaction security,website quality,and merchant reputation.It proposes corresponding research hypotheses,and constructs a regression model to effectively verify each hypothesis.Based on this,the corresponding suggestions are put forward that businesses should maintain their brand image to win the trust of consumers,the website should improve the search system of goods or services,simplify the whole transaction process and strengthen the security of personal information to create a comfortable and safe consumption environment for consumers.The supervision department should strengthen the threshold of online travel group purchase websites and improve the relevant laws and regulations to provide a good external environment for the operation of online travel group purchase.

关 键 词：网络旅游团购 消费者信任 影响因素 回归分析 

分 类 号：F592.3[经济管理—旅游管理]