酒店动态定价背景下的顾客情绪与购后行为研究 ——基于在线评论的证据

当前,酒店受收益最大化的驱使,透过电商平台更加频繁地对价格进行动态调整,而借助互联网,顾客获取价格信息的渠道也越来越多,对价格歧视的感知更明显,动态定价策略势必会对顾客情绪和购后行为产生影响。因此,以携程旅行网3256条酒店在线评论为分析文本,运用内容分析法中的词频分析、情绪分析以及社会语义网络分析进行研究。词频分析结果显示高频词集中于动态定价类、情绪类以及顾客行为类;情绪分析结果显示顾客情绪中消极情绪占据主导地位,其次是积极情绪,最后是中性情绪;结合编码方法总结出顾客购后行为有:自我保护、报复、顾客忠诚、利他四类;社会语义网络分析中顾客对动态定价总体表现出“核心层—次核心层—边缘层”的层级结构。最后根据研究结论,文章提出了相应的管理建议。

Research on Customer Emotion and Post-Purchase Behavior under the Background of the Hotel Dynamic Pricing:Based on the Evidence from Online Reviews

Due to the limited tracking ability of customers'information,enterprises faced significant costs in adjusting prices.Now,under the influence of the Internet and new technologies,enterprises can frequently adjust price through e-commerce platforms.At the same time,there are more and more channels for customers to obtain price information.Thus,dynamic pricing is bound to have an impact on customers'emotions and post-purchase behaviors.This paper takes 3256 hotel online reviews from Ctrip site as research sample,and applies content analysis method to analyze them.Research finds that:firstly,the word frequency analysis results show that the high-frequency words focus on dynamic pricing,emotion and customer behavior.Secondly,emotion analysis results show that the negative emotion is dominated,followed by positive emotion and neutral emotion.Thirdly,the post-purchase behavior analysis of customers adopts the coding method to conceptualize and summarize the four post-purchase behaviors of self-protection,revenge,customer loyalty and altruism.Last but not least,in the analysis of social semantic network,it generally presents a hierarchical structure of“core layer-sub-core layer-marginal layer”.Finally,according to the conclusion,this paper puts forward the corresponding suggestions to improve the hospitality management.