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消费者的感知价值和消费者对于社会化媒体的信任是影响消费者行为的两个重要因素,本文以社会化媒体使用者为研究对象,结合访谈研究结论(即易用性、有用性、依赖性、参与性、对话性、社区化、连通性对酒店消费者行为有影响),以技术接受模型为基础,将感知价值与信任引入作为中间变量,将易用性、有用性、依赖性、参与性、对话性、社区化、连通性作为自变量,以消费者行为作为因变量构建理论模型和提出假设,通过实证研究最终得出社会化媒体的易用性、有用性、互动性、社区化、连通性正向影响酒店消费者行为。最后根据研究结论对酒店企业开展社会化媒体营销活动提出几点建议。
The perceived value of consumers and consumers ’trust in social media are two important factors that affect consumers’ behavior. This dissertation takes social media users as the research object and combines the conclusion of the interview (ie, ease of use, usefulness, dependence Sexuality, participation, dialogue, community, and connectivity affect the behavior of hotel consumers). Based on the technology acceptance model, perception value and trust are introduced as intermediate variables, and the ease of use, usefulness, dependence, Participation, Dialogue, Community, and Connectivity as independent variables, consumer behavior as the dependent variable to construct theoretical models and put forward hypotheses. Finally, through empirical research, we can draw the conclusion that social media’s usability, usefulness and interactivity. Community The positive effect of connectivity and connectivity on hotel consumer behavior. Finally, according to the conclusion of the research, this paper puts forward some suggestions to the hotel enterprises to carry out the social media marketing activities.