英文摘要 |
Nowadays, people usually take electronic Word of Mouth (eWOM) as reference before consumption. eWOM has signigficant impact in lodging industry; however, focused on economic hotels, the relative research was still insufficient. In this research, the customers who have ever stayed in business hotels in the past six months were taken as objects to explore the relationship between hotel accommodation experience and positive eWOM motivation. A total of 520 questionnaires were sent out and 459 were valid (response rate was 88%). The methods of data analysis used included descriptive statistics, reliability analysis, variance analysis, independent t-test, structural equation modeling and cluster comparison. The findings of this study showed that the service quality and atmosphere in economic hotels had significantly positive impact on eWOM, the accommodation quality didn't have significantly positive impact on eWOM. And, the differentiation among different groups were examined. Finally, several concreate sugesstions were proposed for economic hotel operators and managers in this research, and, the direction for the research in the future was provided. |