Research On The Impact Of Budget Hotels' E-Servicescape On Consumers' Purchasing Intentions

With the popularization of the concept of online consumption and the continuous upgrading of network technology,consumers' shopping behavior extended from traditional physical stores to new stores.In the budget hotel industry,the outstanding performance of online booking behavior is becoming more and more popular.The current development of China's budget hotels has begun to take shape,but due to the recent negative news about the number of fast hotels exposed by the media,consumers are discouraged,the pace of expansion of budget hotels has slowed down,and the hotel industry must break through the current predicament.Looking for new competitiveness.Under the background of the experience economy era,the role of online marketing in attracting and retaining customers is increasingly valued by hotel companies.In online marketing,hotel websites and online travel agents(OTA platforms)are the “first line” for customer contact.Retaining consumers through exquisite network design is a must for hotel companies,and it becomes an important means of enhancing the consumer booking experience and increasing the willingness to purchase.Therefore,it is especially important to study how budget hotels can win the trust of consumers through well-designed network service scenarios,increase consumers' willingness to purchase and ultimately promote booking behavior.This paper takes China's budget hotels as the research object,starting from the network marketing channel,and sorting out relevant domestic and foreign literatures and research results on budget hotel network marketing channels,e-Servicescape,network trust and consumers' purchasing intentions.The characteristics of the comprehensive budget hotel's official website and OTA platform determine the dimensional composition of the e-Servicescape.Based on the S-O-R model and the self-determination theory,a theoretical model of the relationship between the budget hotels' e-Servicescape and the consumer's purchasing intentions is established.Based on the maturity scales of domestic and foreign scholars,this study has developed a questionnaire on the impact of budget hotels' e-Servicescape on network trust and purchase intention.Differentiate the budget hotel's official website from the OTA platform,and conduct a questionnaire survey on consumers who choose different booking channels.Through descriptive statistical analysis,reliability and validity analysis,correlation analysis and multiple regression analysis of the data,the following conclusions are drawn:(1)Divide the e-Servicescape into five dimensions: aesthetic appeal,layout and functionality,financial security,online communication and online comment.(2)The e-Servicescape of the budget hotel's official website(the eServicescape of the OTA platform)and their dimensions significantly positively affect the consumer's network trust.(3)The e-Servicescape of the budget hotel's official website(the e-Servicescape of the OTA platform)and its various dimensions significantly positively affect consumers' purchasing intentions.(4)Network trust significantly positively affects consumers' purchasing intentions.(5)Network trust plays a mediating role in the relationship between the e-Servicescape of the budget hotel's official website(the e-Servicescape of the OTA platform)and the consumers' purchasing intentions.Finally,through the case study of China Lodging Group,combined with the current network operation of budget hotels,from "the relationship with consumers","web interface design","site function","payment method","interactive communication and evaluation" The management and the “cooperation with OTA” put forward relevant practical suggestions for the economic hotel operators who are currently in the bottleneck and the managers who are looking for innovative management.