Analysis Of The Factors Of Hotel IWOM On The Base Of Cosumer Value

With the popularization and application of internet and the rapid development in recentyears,more and more consumers tend to make use of the internet to search for or shareinformation,and IWOM (the internet words of mouth) plays more important roles in helpingcustomers make the right purchasing decisions. Scholars pays more attentions on it. However, inthe hotel industry, there is few concern about the impact,mechanism and marketing planning of theIWOM.In this study,on the basis of summarizing the literature, consumers with hotel consumdemand are invited to answer the questionnaires to study how hotel IWOM by influencingcostomer vlaue to impact on consummers’ purchasing decisions.First of all, through the consolidation of related literature,summarize the results of existingresearch on the IWOM, and then build a exploratory theoretical model by combining with thetheory of costumer value. The model aims to explore the intricacies of the intrinsic link amongIWOM,customer value and customer’s purchasing decisions. These contacts include: Dose theIWOM have a direct impact on customer value and customer’s purchasing decisions? Dosecustomer value have a direct impact on customer’s purchasing decisions? Do customerprofessionalism and customer involve have a significant adjustment effect on the relationshipbetween IWOM and customer value?Secondly, by discussing with specialist and literature reviewing, design measuringdimensions and measurement items of the related variables,and form the pre-survey questionnairein which IWOM is divided into five measurement dimensions: the quality of hotel IWOMinformation,the specialty of the information releaser,the credibility of website, the link intensitybetween consumer and website and the interaction of online reviews, and the intermediate variableis divided into two measurement dimensions:customer’s perception of risk and customer’sperception of the sense of belonging.Subsequently, according to the problems encountered in the pre-research and pre-researchresults, do some adjustments and modifications of the questionnaire, and then form the formalsurvey questionnaire. With a large-scale survey, get the first-hand data recovery. Through thecorresponding analysis of the collected data with the usage of SPSS statistical software, theresearch model is tested and corrected.The conclusion of empirical analysis include:(1) Hotel IWOM has a direct influence on thecustomer value in Which the quality of the information,website credibility, the strength of the linkbetween the customerand website and the level of interaction about online reviews havesignificantly impact on customer risk perception,and the information sender’s specilty, the linkintensity between consumer and website and the interaction of online reviews produce asignificant effect on customers’ sense of belonging.(2) Customer risk perception and consumer’ssense of belonging have a significant impact on customer’s purchasing decisions.(3) customer’sspecilty and involve has a significant moderating effect on the relationship between the hotelIWOM and customer value (4) IWOM, customer value, customer specilty and involve have adirect significant impact on customer’s purchasing decisions. Finally, further analysis should be based on the problems encountered in the research and theanalysis conclusions. In order to helping the hotel business under the environment of network tomaintain and explore the new and old customers, author provide some practical network ofword-of-mouth marketing strategies which could enrich the hotel network marketing theory andpractice.