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摘要电子商务自从进入中国后就得到了快速蓬勃的发展，团购作为电子商务一种新型的发展模式在中国也表现出了强劲的发展势头。近两年，酒店类网络团购作为预定酒店的一种新的消费方式也被越来越多的用户所接受，已经走向了常态化。本文在文献研究和TAM技术接受模型理论的基础上，结合顾客满意度理论和酒店类网络团购的特点，提出了感知有用性、感知易用性、感知服务质量、品牌偏好、用户满意度等变量，构建了酒店类网络团购用户再次购买意愿影响因素的理论模型。本文通过问卷调查来收集数据，并且利用SPSS19.0和LISREL8.80统计软件进行分析并验证模型和假设。研究结果表明，TAM经典模型在酒店类网络团购中仍然适用，用户满意度正向影响用户的再次购买意愿，感知服务质量正向影响用户的满意度，用户的品牌偏好却对用户的再次购买意愿影响不显著。50431
With the rapid development of e-commerce in China, online group-buying as a new kind of e-commerce is also showing a new stage of rapid development. For the past two years, hotels online group-buying as a new ways of booking hotels has been accepted by more and more consumers, especially it has become a normalization. This paper based on the literature research and the TAM model, also combining with consumer satisfaction and the characteristics of hotels online group buying, analyze the influencing factors of users’ repurchase intention in hotels online group buying, finding out these variables: perceived usefulness, perceived ease of use, perceived service quality, brand preference and the consumer satisfaction. First collecting data through questionnaires, and then the paper uses the statistical software of SPSS19.0 and LISREL8.80 to analyze the model and assumptions. At last the study shows that the classical TAM model is still available for the hotel online group buying model. Besides, the paper also discovers that consumer satisfaction affected by the perceived service quality has impact on the users’ repurchase intention. However, it does not improve the users’ repurchase intention is influenced by the users’ brand preference.
毕业论文关键词：TAM； 再次购买意愿； 酒店类网络团购；顾客满意度
Keyword: TAM; the willingness of repurchase; hotels online group-buying; consumer satisfaction
目 录
1、引言 4
1.1研究的背景 4
1.2研究的意义 4
1.2.1现实意义 4
1.2.2理论意义 4
1.4研究的内容 5
1.5研究的方法 6
2、理论综述 6
2.1网络团购的概述 6
2.1.1网络团购的概念 6
2.1.2网络团购的模式及特点 6
2.2技术接受模型理论 7
2.2.1技术接受模型理论 7
2.2.2扩展型技术接受模型理论 7
2.3顾客认知价值理论 8
2.4顾客满意理论 8
3、研究模型与假设 9
3.1研究模型框架构建 9
3.2研究模型变量的定义及假设 9
3.3研究模型总结