摘要
随着电子商务的蓬勃发展,旅游产品在线交易成为人们热衷的旅游消费形式。本文以途牛旅游网为例,利用GooSeeker软件搜集了其网站上2018-2019年度国内旅游产品的评价信息,运用ROSTCM软件对旅游交易网站的评论文本内容进行维度划分并提出研究假设,最后运用相关分析及多元线性回归的方法验证了各维度的在线评论对旅游产品销量的影响。结果表明:旅游网站在线评论内容的协调维度对销量影响最大,其次是主体维度和关注数,互动维度对销量无显著影响。因此,建议旅游企业应提高突发事件的应急预案及处理能力、遏制不良"刷单"行为、完善网络评价体系、不断推出特色游产品等,以吸引更多消费者点击关注、提高产品销量。
With the rapid development of e-commerce,more and more consumers choose to purchase travel products online.The author firstly uses Gooseeker software to collect on Tuniu Travel the consumers’comments on domestic tours from 2018 to 2019.Then,ROSTCM is adopted to divide these comments according to different dimensions and research hypotheses are put forward accordingly.Finally,correlation analysis and multiple linear regression are used to verify the influence of online comments on the sales of tourist products.The results show that the coordination of online comments has the greatest influence,followed by the corpus dimension and the number of followers,while the interaction has no significant influence.Therefore,it is suggested that tourist enterprises improve their ability to make response plans and handle emergencies.Meanwhile,faking reviews should be strictly curbed to establish dependable network evaluation system.Enterprises should constantly launch distinctive tourist products to attract more attention and to increase the sales volume in real sense.
作者
申洁
SHEN Jie(Tianjin College of Commerce,Tianjin 300350)
出处
《天津商务职业学院学报》
2021年第2期47-54,共8页
Journal of Tianjin College of Commerce
关键词
旅游产品
在线评论
销量
影响
tourist product
online comments
sales
impact
