中文摘要
摘
要
随着互联网、大数据、人工智能的飞速发展，互联网应用正在不断创新中
演化，在线酒店预订欧亿·体育（中国）有限公司也在经历着创新性的变革。与传统信息传播媒介相比，
互联网的传播能力更强、范围更广、受众更多，在线评论依托互联网平台进行
传播，体现出传统口碑形式所不具备的强大优势和影响力，有助于消费者做出
自己的判断，进而提高消费者的决策效率。
在消费者通过互联网预订酒店的决策过程中，在线评论对消费者购买前的
意向形成、购买中的购买决策、购买后的推荐行为等多个环节均有重要的影响。
本文围绕在线评论对酒店消费者决策的影响这一核心问题，对酒店消费者决策
过程中购买意向、购买决策和购后推荐行为三个方面展开研究。
首先，结合在线酒店产品的体验、地理位置特点和价格调节因素，构建基
于心理距离的酒店消费者购买意向影响模型，研究酒店消费者在购买前形成购
买意向的过程和影响因素，分析在不同心理距离和价格调节的消费情景下，在
线评论的不同类型特征对酒店消费者购买意向的影响。通过实证发现，当酒店
消费者处于近期消费、与评论发布者的社会距离较近或酒店与目的地空间距离
较近时，理性型在线评论对消费者购买意向的影响更显著，反之，则情感型在
线评论的影响更显著；当酒店进行降价促销时，理性型在线评论对心理距离较近
的消费者购买意向的提升作用更加显著。
其次，结合消费者在预订酒店过程中与酒店企业之间形成的博弈过程特点，
从消费者效用的角度构建空间距离情境下在线评论特征对酒店消费者购买决策
影响的模型，分析酒店消费者在进行酒店产品预订中获得的效用，并通过大数
据的方式进行仿真实验，以此来分析当酒店价格变化时在线评论特征对消费者
购买决策的影响。研究表明，当酒店降低价格时，整体评分对酒店消费者的购买
决策有积极影响，而且作用比较显著，评论数量对酒店消费者的购买决策有一定
的积极影响，但相较整体评分而言，作用不太显著。
第三，结合酒店产品的属性体验和不同价格层次酒店的消费者特点，构建
基于属性评分差异性的酒店消费者推荐决策影响模型，研究酒店消费者在入住
体验结束后对酒店的质量感知过程和推荐行为，分析在线评论中的各属性评分、
酒店整体评分以及评论数量与不同类型酒店消费者推荐决策的关系，并通过大
数据实证分析。研究表明，经济型酒店的属性差异性对用户推荐率存在显著的
正向作用，整体评分正向调节两者的关系，评论数量负向调节两者的关系，并
且经济型酒店的属性评分中卫生条件和服务质量对用户推荐率的影响比另两种属
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重庆大学博士学位论文
性的影响大；豪华型酒店的属性差异性对用户推荐率存在显著的负向影响，整
体评分正向调节两者的关系，评论数量负向调节两者的关系。
最后，针对以上三个方面的研究形成本文的研究结论，并对提出对策建议，
帮助酒店企业和酒店在线预订平台的管理者深入认识并更好地利用在线评论，
推动酒店电子商务的更好发展。
关键词：在线评论，酒店消费者决策，购买意向，购买决策，推荐决策
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英文摘要
ABSTRACT
With the rapid development of Internet, big data and artificial intelligence, Internet
applications are constantly evolving, and online hotel reservation industry is undergoing
innovative changes. Compared with the traditional information media, the scope of the
spread of the Internet is stronger, broader and has more audience. Online reviews,
relying on the Internet platform, reflects the strong advantages and influence that
traditional word-of-mouth form does not possess, and it could help consumers make
their own judgments, and to improve their decision efficiency.
In the process of making hotel booking decisions through the internet, online
reviews have important impacts on many aspects, such as consumer purchase intention,
purchase decision, and after purchase behavior. This paper revolves around the core
issue of online reviews on hotel consumer decision making, and studies three aspects of
hotel consumer decision making process, including purchase intention before purchase,
purchase decision in purchase and recommendation behavior after purchase.
Firstly, this paper constructs a model based on the psychological distance of the
hotel consumer purchase intention, combined with the experience、geographical location
of the online hotel products and price adjustment factor, and studies the process and
influencing factors of the purchase intention of the hotel consumers before purchase,
and then analyzes the influence of different types of online reviews on the purchase
intention of hotel consumers in different consumption situations. Through the empirical
analysis, we found that, in the scenarios of long term later, far social distance or far
space distance, online reviews of emotional type would be more significant in consumer
purchase intention, and on the other hand, online reviews of rational type affect more
significantly. Furthermore, when the hotel conducts a price reduction promotion, online
reviews of rational type have a more significant effect on improving the purchasing
intention of the consumers whose psychological distance is closer.
Secondly, this paper constructs a model of online reviews' impact on Hotel
consumers' purchase decisions From the perspective of consumer utility, combined with
the characteristics of consumers in the game process between the hotel and the hotel
reservation in the process of enterprise, and analyzes the utility of hotel consumers in
hotel product reservation, and simulated by way of big data, in order to analyze the
influence of online reviews on consumer purchasing decision when the hotel prices
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