CAJ | 학술논문

本文选择中国背景下以餐厅点评为主的大众点评网作为研究对象，探讨第三方点评的不同维度对消费者心目中餐饮企业的品牌形象和个人消费行为产生的影响。通过实证研究发现，第三方点评会在一定程度上对消费者心目中企业的品牌形象产生影响，并最终影响到消费者购买行为及传播行为。本文从研究结论中得出了相关的理论意义和实践意义，提出了餐饮企业如何应对第三方点评的一些策略，并针对日益普及的微博、微信、手机签到等网络工具给予餐饮企业在网络营销方面一些启示，使其更好地适应网络时代的发展。
본문선택중국배경하이찬청점평위주적대음점평망작위연구대상，탐토제삼방점평적불동유도대소비자심목중찬음기업적품패형상화개인소비행위산생적영향。통과실증연구발현，제삼방점평회재일정정도상대소비자심목중기업적품패형상산생영향，병최종영향도소비자구매행위급전파행위。본문종연구결론중득출료상관적이론의의화실천의의，제출료찬음기업여하응대제삼방점평적일사책략，병침대일익보급적미박、미신、수궤첨도등망락공구급여찬음기업재망락영소방면일사계시，사기경호지괄응망락시대적발전。
This paper chose www. dianping, corn as its research object and studied the effects of different dimensions of the third party rating on catering enterprise brand image and personal consumption behavior in consumer＇s mind. The empirical results showed that the third party rating had an effect on the enterprise brand image of the consumers, and finally influenced consumers＇ purchase decision and propagation behavior. Based on the conclusion of the research,the significance in theory and practice was drawn. Then this paper provided some valuable suggestions and corresponding methods of online review for catering enterprises, and also provided some enlightenment on network marketing, especially on Micro Blog, Micro Letter and Check-in by Mobile Phone,in order to better adapt to the development of network era.