度假酒店顾客信息搜寻行为影响因素研究

度假酒店产品的特殊性决定了顾客在其购买决策过程中会表现出不同于实物产品购买的信息搜寻行为。在文献综述的基础上,提出了度假酒店顾客信息搜寻行为影响因素模型,并通过网络调研和实地调研收集了334份有效问卷,利用SPSS 17.0和AMOS 17.0进行统计分析,验证了研究假设,修正了研究模型,并得出了以下主要结论：影响度假酒店顾客信息搜寻行为的主要因素为搜寻态度、卷入程度、感知收益,而产品知识、搜寻成本、感知风险对顾客信息搜寻行为的影响不显著;不同的顾客群体在信息源的选择上存在不同的偏好。

A Study of the Resort Hotel Customer Information Search Behavior

Because of the difference between resort hotel products and the physical products,resort hotel customer information search behavior is typically distinct.Therefore,this paper focused on studying the resort hotel customer information search behavior.This research firstly defined the information search behavior through literature review.And then,integrating the results of previous study,this paper put forward the research model.Thirdly,based on the previous research scale,this paper designed a questionnaire.And 334 valid questionnaires were successfully collected through the internet and field research.The collected data was analyzed with the use of SPSS 17.0 and AMOS 17.0 in order to examine the research hypotheses and modify the research model.Finally,the main conclusions were drawn as follows：（1） search attitudes,involvement degree and perceived benefits affect the resort hotel customer information search behavior,but the effect of product knowledge,search cost,and perceived risk are not significant;（2） different groups of customers prefer different information sources.