The Study On Economy Hotels Consumer Purchasing Behavior Under The Network Environment

With the development of information technology, the development of the network is improving.In recent years,the rapid development and fusion of mobile communication and Internet makes the arrival of the era of mobile Internet has become the inevitable.In the Mobile Internet environment,vast amounts of information filled in people’s lives, people from the past passive recipients of information turn into active receivers with the publisher,and autonomy has improved significantly.Consumer behavior also began the transition to independence,selectivity and creative direction.Under the current environment, the Internet and mobile Internet develop together, people’s lives and consumer behavior change dramatically.The development of mobile Internet has also brought the popularity and diversity of mobile applications and mobile intelligent terminal. Consumers have more opportunities or platforms to interact and share their experiences and more willing to express their needs and preferences. The powerful information services of Mobile Internet is not only enable consumers to enjoy the information,but also provides the basis for enterprises to master the consumer information and carry out accurate marketing.The new marketing pattern of Starbucks, xiaomi and China Merchants Bank provides a new marketing idea for various sectors. The micro letter marketing of Pudding hotel also offers a referenced pattern for marketing development of the hotel industry.Economy hotel has its distinctive characteristics and that how to understand consumer behavior in the new network environment must be analyzed consumer behavior to identify relevant factors affecting the consumer behavior and provided theoretical and practical basis for marketing activities.Under the basis of reviewing the previous theories on consumer behavior and influencing factors research,this paper according to the Technology Acceptance Model (TAM),adding perceived risk variables with perception ease of use and perceived usefulness together to build a consumer behavior factors model of Economy hotel.Meanwhile, this paper also examines the impact of two external variables--economic factors and consumer characteristics of the hotel’s own--on consumer behavior.Detailed analysis process using a combination of theoretical and empirical approach, starting with a reasonable explanation of the constructed theoretical model.Then,this paper adopts the questionnaire survey to collect data and refers to the online reviews about Economy hotel on Ctrip to make detailed statistical analysis and explanations about consumer behavior characteristics and influencing factors.Finally, the research model to be amended according to the analysis results.This paper discussing the factors that affect consumer behavior of Economy hotels in the internet environment followed by the current background is very fit current Economy hotel market environment and this can clearly describe the consumer behavior of the current hotel.There are two innovations:First is the application of AISAS theory.This paper introduces AISAS theory to explain the changes about consumer behavior of current Economy hotel, and thus designs a marketing strategy based on AISAS theory for Economy hotel marketing. Second, this paper combines the technology acceptance model and perceived risk theory to study consumer behavior factors of Economy hotel.This is the first time to use the TAM and Perceived Risk Theory to study Economy hotel consumer behavior and provides a theoretical basis for the development of hotels in consumer behavior research and marketing strategy.The Empirical Analysis of the results of this paper shows that:First,Perceived ease of use of has a significant direct impact on consumer attitudes and behavioral intentions,indicating that consumers perceive more convenient use of the network Economy hotel bookings,the greater impact on consumer attitudes and behavioral intentions.Second,Perceived usefulness has a significant direct impact on consumer attitudes and behavioral intentions,indicating that the perceived usefulness has a large degree of influence on Economy hotel consumer behavior. Consumers perceive more useful of hotels online booking, their attitudes and behaviors more likely in this regard.Third,Perceived risk has a significant direct impact on consumer attitudes,and the higher of the perceived risk, the greater degree influence on the using attitude.But the direct impact of perceived risk on behavioral intention is not obvious that there is little intention of behavior regulation.Forth, consumer attitudes of booking economy hotels online will directly affect their behavioral intention and. this effect is very significant.In other words, the consumer attitudes toward booking economy hotels online more positive,the greater the impact on their behavioral intentions.Fifth,the regulation of perceived ease of use to perceived usefulness is not been confirmed.The external variables (Economy hotel factors and consumer properties) will affect consumer behavior, but the impact that is significant or not is not clear.Finally, this paper proposecorresponding suggestions to the economy hotel marketing decisions according to the results of the analysis about the impact factors.In addition, the paper also introduces the theory of AISAS to make a theoretical explanation about changes in economy hotel consumer behavior.And thus establishes a marketing strategy based on AISAS theory to provide a basis for Economy hotel marketing activities.