酒店在线预订决策的消费者需求——基于眼动追踪实验
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摘要
如何在酒店预订网站布局合适的信息,引起旅游者的关注并最终影响其决策,成为酒店营销管理中的重要问题。采用眼动追踪实验,探讨潜在消费者在线酒店预订决策的关键需求信息;采用2×2×2的被试内实验设计,模拟酒店在线预订情境;采用眼动仪,记录被试浏览实验材料时的眼动数据。结果表明:经济型酒店中的硬件优势更受消费者青睐,消费者综合考虑官方信息与顾客口碑进行决策;在高档型酒店预订框架下,消费者偏好选择软件优势酒店,更依赖官方信息做决策。
Precise information and appropriate display were going to be the key factors to attract the attention of tourists and ultimately affect the online decision making. This paper used an eye-tracking experiment to investigate the demand of tourism consumer on online hotel decision—making. 2 × 2 × 2 experimental design was adopted to imitate the online hotel booking condition and recorded the eye movement data at the time that subjects were browsing the experimental stimuli. Behavioral results showed that hotels with cool color pictures of rooms would attract more attention and induced a higher selection rate than that with warm color pictures. Eye movement results revealed that in the case of upscale hotel reservations,the option with cool color pictures also attracted the longer attentional time than that with warm. In addition,participants preferred to choose a hotel with advantages in software facilities and relyed more on official information to make reservation decisions. However,in the case of budget hotels,hotels with superior hardware facilities were more attractive to participants. Furthermore,they thought that the pictures provided by official were as important as the customer word of mouth.In conclusion,the demand of customers might change due to the expectations of the hotel.
Precise information and appropriate display were going to be the key factors to attract the attention of tourists and ultimately affect the online decision making. This paper used an eye-tracking experiment to investigate the demand of tourism consumer on online hotel decision—making. 2 × 2 × 2 experimental design was adopted to imitate the online hotel booking condition and recorded the eye movement data at the time that subjects were browsing the experimental stimuli. Behavioral results showed that hotels with cool color pictures of rooms would attract more attention and induced a higher selection rate than that with warm color pictures. Eye movement results revealed that in the case of upscale hotel reservations,the option with cool color pictures also attracted the longer attentional time than that with warm. In addition,participants preferred to choose a hotel with advantages in software facilities and relyed more on official information to make reservation decisions. However,in the case of budget hotels,hotels with superior hardware facilities were more attractive to participants. Furthermore,they thought that the pictures provided by official were as important as the customer word of mouth.In conclusion,the demand of customers might change due to the expectations of the hotel.
引文
[1]中国在线旅游度假行业研究报告[C]．艾瑞咨询系列研究报告(2018年第5期)．2018.
[2]翁钢民，宁楠．我国在线旅游(OTA)发展潜力评价及应用研究[J]．商业研究，2015,57(1)∶175-179.
[3]Drousiotou Vryona. Investigating Website Usability and Behavioural Intention for Online Hotel Reservations:A Cognitive Perspective[M]. Brunel University,2014∶54-318.
[4]Klein L R. Evaluating the Potential of Interactive Media through a New Lens:Search versus Experience Goods[J]. Journal of Business Research,1998,41(3)∶195-203.
[5]Detlor B,Susan S,Chris G. Pre-purchase Online Information Seeking:Search Versus Browse[J]. Journal of Electronic Commerce Research,2003,4(2)∶72-84.
[6]柴海燕．国外旅游网络口碑研究进展述评:2004—2011[J]．旅游科学，2013,27(3)∶84-95.
[7]刘法建，张莹，吴润华．国外旅游业和酒店业网络口碑研究进展与启示[J]．资源开发与市场，2018,34(10)∶1475-1480.
[8]Senecal S,Nantel J. The Influence of Online Product Recommendations on Consumers'Online Choices[J]. Journal of Retailing,2004,80(2)∶159-169.
[9]Gretzel U,Yoo K H. Use and Impact of Online Travel Reviews[M].Information and Communication Techologies in Tourism 2008. Springer,Vienna.
[10]Dickinger A,Mazanec J. Consumers'Preferred Criteria for Hotel Online Booking[M]. Information and Communication Technologies in Tourism,2008∶244-254.
[11]Ye Q,Law R,Gu B. The Impact of Online User Reviews on Hotel Room Sales[J]. International Journal of Hospitality Management,2009,28(1)∶180-182.
[12]Vermeulen I E,Seegers D. Tried and Tested:The Impact of Online Hotel Reviews on Consumer Consideration[J]. Tourism Management,2009,30(1)∶123-127.
[13]张梦，张广宇，叶作亮．在线信息对酒店网上预订的影响研究———基于携程网酒店在线预订数据的分析[J]．旅游学刊，2011,26(7)∶79-84.
[14]Hulisi Ogüt,Bedri Kamil Onur Tas. The Influence of Internet Customer Reviews on the Online Sales and Prices in Hotel Industry[J].The Service Industries Journal,2012,32(2)∶197-214.
[15]徐峰．在线信息对不同城市类型酒店网上预订量的影响研究———以携程网数据为例[J]．商业经济与管理，2013,(7)∶73-80.
[16]王墨涵．开放式在线评论对消费者购买决策的影响研究[D]．哈尔滨:哈尔滨工业大学硕士学位论文，2015.
[17]李朋．考虑消费者异质性的在线信息对体验型商品销售影响研究[D]．南京:南京大学硕士学位论文，2016.
[18]Yacouel N,Fleischer A. The Role of Cybermediaries in Reputation Building and Price Premiums in the Online Hotel Market[J]. Journal of Travel Research,2012,51(2)∶219-226.
[19]张补宏，周旋，广新菊．国内外旅游在线评论研究综述[J]．地理与地理信息科学，2017,(5)∶119-126.
[20]Paivio Allan. Concerning Dual-coding and Simultaneous-successive Processing[J]. Canadian Psychological Review/Psychologie Canadienne,1976,17(1)∶69-72.
[21]Hughes A,Wilkens T,Wildemuth B M,et al. Text or Pictures? An Eyetracking Study of How People View Digital Video Surrogates[C]. Image&Video Retrieval,Second International Conference,Civr,Urbana-champaign,2003∶271-280.
[22]Sparks B,Pan G W. Chinese Outbound Tourists:Understanding Their Attitudes,Constraints and Use of Information Sources[J].Tourism Management,2009,30(4)∶483-494.
[23]王君怡，林岚，高华，等．大学生旅游地图空间符号认知的群体差异研究———基于眼动实验数据分析[J]．旅游学刊，2016,31(3)∶97-105.
[24]王敏，江冰婷，朱．基于视觉研究方法的工业遗产旅游地空间感知探讨:广州红专厂案例[J]．旅游学刊，2017,32(10)∶28-38.
[25]高峻，吕王月仙．基于眼动分析的黄山户外环境解说展示效用评价[J]．旅游科学，2018,165(2)∶46-57.
[26]黄潇婷，李玟璇．眼动实验研究方法[J]．旅游导刊，2017,(5)∶91-95.
[27]Aicher J,Asiimwe F,Batchuluun B,et al. Online Hotel Reviews:Rating Symbols or Text Text or Rating Symbols? That Is the Question![M]. Information and Communication Technologies in Tourism 2016. Springer International Publishing,2016∶369-382.
[28]Kuo P J,Zhang L,Cranage D A. What You Get Is Not What You Saw:Exploring the Impacts of Misleading Hotel Website Photos[J].International Journal of Contemporary Hospitality Management,2015,27(6)∶1301-1309.
[29]于晨颖．大学生颜色偏好及颜色隐喻表征的研究[D]．南京:南京师范大学硕士学位论文，2017.
[30]Devlin J,Gwynne A,Ennew C. The Antecedents of Service Expectations[J]. The Service Industries Journal,2002,22(4)∶117-152.
[31]Sung Y,Kim J. Effects of Brand Personality on Brand Trust and Brand Affect[J]. Psychology&Marketing,2010,27(7)∶639-661.
[2]翁钢民，宁楠．我国在线旅游(OTA)发展潜力评价及应用研究[J]．商业研究，2015,57(1)∶175-179.
[3]Drousiotou Vryona. Investigating Website Usability and Behavioural Intention for Online Hotel Reservations:A Cognitive Perspective[M]. Brunel University,2014∶54-318.
[4]Klein L R. Evaluating the Potential of Interactive Media through a New Lens:Search versus Experience Goods[J]. Journal of Business Research,1998,41(3)∶195-203.
[5]Detlor B,Susan S,Chris G. Pre-purchase Online Information Seeking:Search Versus Browse[J]. Journal of Electronic Commerce Research,2003,4(2)∶72-84.
[6]柴海燕．国外旅游网络口碑研究进展述评:2004—2011[J]．旅游科学，2013,27(3)∶84-95.
[7]刘法建，张莹，吴润华．国外旅游业和酒店业网络口碑研究进展与启示[J]．资源开发与市场，2018,34(10)∶1475-1480.
[8]Senecal S,Nantel J. The Influence of Online Product Recommendations on Consumers'Online Choices[J]. Journal of Retailing,2004,80(2)∶159-169.
[9]Gretzel U,Yoo K H. Use and Impact of Online Travel Reviews[M].Information and Communication Techologies in Tourism 2008. Springer,Vienna.
[10]Dickinger A,Mazanec J. Consumers'Preferred Criteria for Hotel Online Booking[M]. Information and Communication Technologies in Tourism,2008∶244-254.
[11]Ye Q,Law R,Gu B. The Impact of Online User Reviews on Hotel Room Sales[J]. International Journal of Hospitality Management,2009,28(1)∶180-182.
[12]Vermeulen I E,Seegers D. Tried and Tested:The Impact of Online Hotel Reviews on Consumer Consideration[J]. Tourism Management,2009,30(1)∶123-127.
[13]张梦，张广宇，叶作亮．在线信息对酒店网上预订的影响研究———基于携程网酒店在线预订数据的分析[J]．旅游学刊，2011,26(7)∶79-84.
[14]Hulisi Ogüt,Bedri Kamil Onur Tas. The Influence of Internet Customer Reviews on the Online Sales and Prices in Hotel Industry[J].The Service Industries Journal,2012,32(2)∶197-214.
[15]徐峰．在线信息对不同城市类型酒店网上预订量的影响研究———以携程网数据为例[J]．商业经济与管理，2013,(7)∶73-80.
[16]王墨涵．开放式在线评论对消费者购买决策的影响研究[D]．哈尔滨:哈尔滨工业大学硕士学位论文，2015.
[17]李朋．考虑消费者异质性的在线信息对体验型商品销售影响研究[D]．南京:南京大学硕士学位论文，2016.
[18]Yacouel N,Fleischer A. The Role of Cybermediaries in Reputation Building and Price Premiums in the Online Hotel Market[J]. Journal of Travel Research,2012,51(2)∶219-226.
[19]张补宏，周旋，广新菊．国内外旅游在线评论研究综述[J]．地理与地理信息科学，2017,(5)∶119-126.
[20]Paivio Allan. Concerning Dual-coding and Simultaneous-successive Processing[J]. Canadian Psychological Review/Psychologie Canadienne,1976,17(1)∶69-72.
[21]Hughes A,Wilkens T,Wildemuth B M,et al. Text or Pictures? An Eyetracking Study of How People View Digital Video Surrogates[C]. Image&Video Retrieval,Second International Conference,Civr,Urbana-champaign,2003∶271-280.
[22]Sparks B,Pan G W. Chinese Outbound Tourists:Understanding Their Attitudes,Constraints and Use of Information Sources[J].Tourism Management,2009,30(4)∶483-494.
[23]王君怡，林岚，高华，等．大学生旅游地图空间符号认知的群体差异研究———基于眼动实验数据分析[J]．旅游学刊，2016,31(3)∶97-105.
[24]王敏，江冰婷，朱．基于视觉研究方法的工业遗产旅游地空间感知探讨:广州红专厂案例[J]．旅游学刊，2017,32(10)∶28-38.
[25]高峻，吕王月仙．基于眼动分析的黄山户外环境解说展示效用评价[J]．旅游科学，2018,165(2)∶46-57.
[26]黄潇婷，李玟璇．眼动实验研究方法[J]．旅游导刊，2017,(5)∶91-95.
[27]Aicher J,Asiimwe F,Batchuluun B,et al. Online Hotel Reviews:Rating Symbols or Text Text or Rating Symbols? That Is the Question![M]. Information and Communication Technologies in Tourism 2016. Springer International Publishing,2016∶369-382.
[28]Kuo P J,Zhang L,Cranage D A. What You Get Is Not What You Saw:Exploring the Impacts of Misleading Hotel Website Photos[J].International Journal of Contemporary Hospitality Management,2015,27(6)∶1301-1309.
[29]于晨颖．大学生颜色偏好及颜色隐喻表征的研究[D]．南京:南京师范大学硕士学位论文，2017.
[30]Devlin J,Gwynne A,Ennew C. The Antecedents of Service Expectations[J]. The Service Industries Journal,2002,22(4)∶117-152.
[31]Sung Y,Kim J. Effects of Brand Personality on Brand Trust and Brand Affect[J]. Psychology&Marketing,2010,27(7)∶639-661.
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