CAJ | 학술논문

本文在文献研究的基础上运用结构方程模型，借助已有的成熟理论研究成果构建了景区团购影响因素模型，通过介入团购感知变量为中间变量，进而引入景区知名度、团购折扣率、满意度提升和团购人数等，对景区团购重新购买意愿有影响的外因变量进行模型拟合，认为感知质量、满意度提升和知名度等对景区团购重新购买意愿有显著的影响，旨在为景区网络营销的理论研究和实践运作提供有益参考。
본문재문헌연구적기출상운용결구방정모형，차조이유적성숙이론연구성과구건료경구단구영향인소모형，통과개입단구감지변량위중간변량，진이인입경구지명도、단구절구솔、만의도제승화단구인수등，대경구단구중신구매의원유영향적외인변량진행모형의합，인위감지질량、만의도제승화지명도등대경구단구중신구매의원유현저적영향，지재위경구망락영소적이론연구화실천운작제공유익삼고。
On the basis of literature research , using the mature theory of the existing research results , this paper builds the influence factor model of group buying for scenic spot .By using intervention group buying perception variable as the intermediate variable , and introducing the scenic spot name recognition , satisfaction and group buying discount rate , and the number of group buying , the paper carries out model fitting on exogenous variables affecting the repurchasing inten -tion to the scenic spot .We found that perceived quality , satisfaction and recognition have significant effects on repur-chasing intention .The purpose of this paper is to provide beneficial reference for scenic spots network marketing .