在线商旅预订服务的偏好研究

上海交通大学硕士学位论文在线商旅预订服务的偏好研究姓名：周余晖申请学位级别：硕士专业：企业管理指导教师：李乃和20040108PREFERENCESTUDYONONLINEBOOKINGSERVICEFORBUSINESSTRAVELLINGABSTRACTWiththedevelopmentofInternet,thewholeworldischanged.Revolutionincorporation’sprocessed,suchasproduction,marketingandmanagement,hastakenplace.ThecombinationofInternetandmoderncorporationsgivesbirthtothenet-company.WecansayitisthenecessaryresultforthecorporationtoadapttotheInternetera.Theorizationsandcorporationsareenthusiasticallytakingcareofthenet-company,anddiscussabouthowtorunnet-companyefficiently,effectivelyandsystematically.Thoughit’sonlyafewyearstobringouttheconceptofnet-company,andconceptwithnetmayhavegreatpotentialitiesofdevelopmentsothatalotofinteresthasarisenamongallthenet-companiesandnewthoughts,conceptsandmethodsarebooming.Thedissertationisaimingatstudyingtheconsumers’preferenceonbookinghotels,combiningthepreferencewiththecharacteristicsofthenetworkplatformandputforwardthetacticsoftheonlineservice.Itisaexplorationforthenet-companytoexcavateandupgradethecompetitivestrength.Thedissertationconsistsof5chapters.Chapter1introducesthebackgroundandsignificanceofthestudythecontentandinnovationofthedissertation.Chapter2discussesthestatusquoofthenetserviceanddemonstratesthatthedifferentiaservicebasedonthecustomers’preferenceisinconformitywiththefourrequirementsofthecompetitivestrength.Itstudiesthewaytoconstructpreferenceandhowtomakeuseofthepreferencetorealizethedifferentiaservice.Chapter3investigatesconsumers’preferenceofonlinehotelbookingservice.Itfirstintroducesthemethod,ideologyandgoalofthestudyandthenthestudyprocessofconsumers’preference.Thestudiesaredividedintotwoparts.Instudy1,ourgoalistounderstandthedifferentattributestheconsumersconsiderwhentheybookhotel.Basedonthestudy1,study2furtheranalyzethepart-worthoftheconsumerandclusterthembytheirpart-worth.Thendiscriminantanalysisisusedtofindtheconsumers’characteristicindifferentsegment.Chapter4putsforwardtherelevantmarketingtacticsonthebasisofthestudyinchapter3.Chapter5summarizesthelimitationofthestudyandsuggeststhedirectionofthefurtherstudy.KEYWORDSonlinebookingservice,conjointanalysisclusteranalysis,discriminantanalysispartworth2004112-1-1.12090Internet21InternetInternetInternetInternetInternet-2-InformationoverloadLooLeeSimSzeMiangkoi[47][44]MargaretTanThompsons[48]WLIPH[49]EugeneSivadasRajdeepGrewal[46]InternetNewsgroupConjointAnalysisMichaelL.ZubeyWilliamWagnerJamesR.Otto[19]MadeleineE.Pullman,WilliamL.MooreDonG.Wardell[28]QFDQualityFunctionDeploymentQFDQFDStephenJanGavinMooney[20]ThomasReuttererHerbertW.Kotzab[24]-3-RajeevKohliR.Sukumar[29]PartWorth123-4-IIIII-5-[6]41-6-2RemoteEncounter-7-34-8-cyber-intermediaries-9-2.32.3.1-10-S&&&&-11-1.11—/1.1Figure1.1CompetitionAnalysisofdifferentiabasedonpreference-12-/23tacitknowledge4-13-PreferenceSpaceNewsgruop-14-1.2-15--16-1.2Figure1.2Differentiabasedonpreference-17--18-GDP10GDP520GDP,7900/300%WTO3.2-19-[41][42]MBA182663415410365%35/ConjointAnalysis1964LuceLukey1971GreenRaoll-20-lll1CPU4000243=64/ØØØØØ/ØØ/-21-Ø126—7Wittink(1989)3572—336DiscreteConjointAnalysisRegularConjointAnalysis10HybridConjointAnalysis[25]AdaptiveConjointAnalysis[18]4-22-5nonmetricmetric2011006lgoodness—of—fitR2l—test—retestreliabilityl78/-23-9-24-∑∑==MIKJijijiXW11∑=MiiiII1∑=miiY1-25-ll=**lmaximumutilityshareofutilitylogitØØØØ-26-3.3.212lClosedQuestionl(Categorical)l(Branching)(Tree)(Funneling)1a31b6ReneY.Darmon[18]77777654321-27-1HierarchicalClusteringNon-HierarchicalClusteringK-K-meansClustering123NN-1K-2Y=a1X1+a2X2++anXn22X1X2a1a2X1X2-28-X3X4X5X6X12X11X12X2X34X42X511X6730101103.43.4.1-29-3.13.1Figure3.1ResearchDesignIIIIIIIIIIIIII-30-1nn122-31-3I3.13.11234-32-`3.2Figure4.2Percentageofsegment7783.2103.21234-33-3.2I4.352.76%0.0032.97%0.0014.27%0.8963.3-34-3.33.3I-35-3.4(66%)(34%)0.0340.0220.690.0080.130.0240.123.4LooLeeSimSzeMiangkoi[47]0.053.50.0060.220.054.973.98010.000.170.443.5-36-3.6III3.67SAS8.2MarketingResearchConjointAnalysis3.6300,300-500,50045min,45min300,300-500,50045min,45min300-500,50045min,45min2345300,300-500,50045min,45min3.6.1SASANOVAR2R20.6575%R20.6578.5%R20.65R2-37-0.6581%90%3.7boxplotfivenumbersummaries50%253.73.7””Figure3.7Boxplotofattributerelativeimportance-38-1300300-500300300-5005002I343.83.12P0.0239R20.96635-39-3.8Figure3.8Attributerelativeimportanceofanindividual3.83.9Figure3.9PriceUtilityofanindividual-40-3.9300300-5005003.10Figure3.10Anindividual’sutilityofnew/oldguestroom3.101-41-3.11Figure3.11Anindividual’slocationutilityofthehotel3.113.12Figure3.12Anindividual’sutilityofbreakfastforfree-42-3.123.123.73.83.123.7300300-50050045453.713001300-500500-0.25-0.7521.25313004450.25-43-3.6.2IISASK-156.25%43.75%45.3250030050015.87””30.14%0.05153.863.83.83.8-44-238.1%30.9%31%3.90.053.9-45-365.4%34.6%483.3%30050030016.7%3.103.10-46-4.112-47-4.2124020.06431-48-2ABA46.153823.0769B21.428635.7143AB3300-500300500A10.5-1.5B0.083330.83333-0.91677(RMB)gfedc300gfedcb300-500gfedc500-700gfedc700-800gfedc800gfedc(RMB)-49-gfedcb300gfedc300-500gfedc500-700gfedc700-800gfedc800gfedc4A,