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在国内外学者的研究基础之上,从用户感知价值的角度出发,通过价值焦点思维决策方法(VFT-Value Focused Thinking),研究在线旅游网站消费者购买决策的影响因素,通过对价值目标的归纳、分类,从网站功能价值的感知、网络环境价值的感知、产品/服务价值的感知、供应商价值的感知、消费者本身价值体验这五个方面出发建立价值模型,形成指标体系,并针对价值模型进行分析讨论,可为旅游电子商务企业优化提供参考.
Based on the researches of domestic and foreign scholars, from the perspective of perceived value of users, this paper studies the influencing factors of consumers’ purchasing decisions on online travel sites by means of VFT-Value Focused Thinking. Through the induction of value targets , Classification, from the website value of the perceived value of the network environment, perceived value, product / service value perception, supplier value perception, consumer value experience of these five aspects to establish a value model, the formation of an index system and value Model analysis and discussion can provide a reference for the optimization of tourism e-commerce enterprises.