Research On Online Review Influence On Consumer Purchase Decision Of Enconomy Hotel

Now the development of the electronic commerce is already in the development of commerce is one of the important profit model, almost all the big companies have their own official interaction sites. Our country tourism electronic commerce development is also in the mature gradually now. even appear such as qunar, public comment on nets, ctrip, mango nets, and many other well-known famous website. In tourism electronic commerce development, the hotel and restaurant reservation is typical. And to visitors, in the process of online comments in the decision-making process of tourists has played an important role. Even sometimes online comments will become the uniqueness of reference to hotel reservation. Although domestic scholars have seen online commentary on the influence of the customer purchase decisions, but from the comprehensive perspective to study customers purchase and online reviews is very few. Therefore, online comments to the customer purchase decisions impact is still needed we discussed.Obviously it is still an important topic now.This research mainly analyzes the inner qualities comments online to hotel customer purchase decisions influence, and online comments to the customer purchase decisions in the process of influence by what factors. Specific said this study from online review information source characteristics, online content itself characteristics and the comments online comments receiver three aspects to verify characteristics of hotel customers to buy the influence degree of the decisio. In the process, this paper studies in the actual needs of the research results of the predecessors and reference established on the basis of the credibility of the scale, comment on information source review content characteristics scale, and commented on the receiver features scale. In addition, the research of consumer behavior will be combined into the perceived risk model, using the data analysis method, the network of the buyer in the online comments perceived risk of customer purchase decisions affect the intermediary role play.First take the form of questionnaire survey, effectively recycling samples of 233, the second descriptive analysis to analyze the samples of the basic material; Reliability validity analysis to verify the reliability and accuracy of the scale. With the factor analysis extraction main factors:By using correlation analysis and structural equation model validation of the relationship between various factors and influence. The results were as follows:1. the credibility of the information source about online comments on the medium level, of which the awareness of the web site the levelness of the present suprem. Online comments about their own characteristics of positive and negative comments tendentious score higher, negative comments by consumer decision is one of the important factors. About the receiver characteristics, the receiver's getting scores highest participation.2. this paper will first perceived risk communication effect into public praise in the model, and the empirical research methods validation perceived risk in online comments all kinds of inherent characteristics and purchase decision plays the role of intermediary between. This paper mainly divided into the following five part, mainly including:The first part, this part includes the background and motivation, the research objective, and combined with contemporary research background had reflects the real meaning and theoretical significance, thus the dialectical this study in the necessity and rationality.The second part is about review:in this paper, first online comments and the definition of online reputation, this second combining with research purpose in turn about online commentary summary characteristics, online comments the communication process and the influence factors, online comments and purchase decisions of the relationship between tourism online comments, the research progress of consumer behavior and the typical theory.The third part is study design:this paper, based on the theory of communication establishment conforms to study hoffman the actual research model and the research hypotheses. Finally based on the perceived risk for intermediary variable, from online comments online information sources, comments the contents characteristic, the online comments receiver three dimensions to build character research hypotheses.The fourth part is mainly about Data analysis and hypothesis testing:in order to verify the research hypotheses, this paper firstly established the use of market survey the form of questionnaire to collect the data, and the subsequent in turn use reliability validity analysis, factor analysis, correlation analysis and structural equation for the empirical analysis.The fifth part is conclusion:this article through constructing the hypothesis model and data analysis. The empirical verification online comments to economy hotel customers to buy impact of decisions. One online review their own characteristics on the economy hotel customers to buy influence is the supreme, then this paper pointed out that the research of the innovation of the place, and finally summarizes my research shortage and the expectations to future study.