在线旅行社行为不当感知与酒店反应策略.docxVIP

在线旅行社行为不当感知与酒店反应策略 摘????要： 本文基于社会排斥理论和资源依赖理论,构建感知在线旅行社(OTA)行为不当性对酒店反应策略影响的分析框架。通过两个情景模拟实验,考察酒店面对OTA不当行为时的反应策略,探讨被排斥感在感知OTA行为不当性与酒店反应策略关系中的中介作用,并分析酒店对OTA依赖程度及在OTA不当行为与酒店反应策略关系中的调节作用。研究结果如下:(1)酒店感知OTA行为不当性显著正向影响其被排斥感和对OTA的惩罚意愿,显著降低对OTA的顺从意愿;(2)酒店的被排斥感显著正向影响其对OTA的惩罚意愿、显著负向影响顺从意愿;(3)被排斥感中介了感知OTA行为不当性对酒店反应策略的影响;(4)依赖程度弱化了感知行为不当性对惩罚意愿的正向影响,弱化了感知行为不当性对顺从意愿的负向影响。本文丰富了服务营销渠道成员相关行为理论研究,同时为渠道成员识别和管理行为不当性提供了决策参考。 The Perceived Online Travel Agency (OTA) Misbehavior and Hotels Response Strategies Abstract： The use of web-based systems for search and purchase of tourism products and service has grown rapidly over the past years.In order to make more profits,hotels started online business through their own direct sale websites.However,the unsubstantial online direct sales system,hotels cannot support daily sales activities.Under this context,online travel service providers(OTA) emerged which is favored by tourists for its strong technical advantages.Therefore,hotels cooperate with OTA.Although,theoretically,OTA can bring more revenue to hotels,the cooperation between them doesnt work well,due to the misbehavior of OTA which breach the contract,like disorderly commissions,overlord clauses and arbitrary modification.In this regard,some hotels keep silent,but some hotels interrupt the cooperation.OTA misbehavior is detrimental to their cooperation and business environment.Hence,OTA misbehavior management is an emerging topic which requires more attention.Recent years had witnessed an increased focus on channel members misbehavior.Previous researches focused primarily on the solutions of perceived misbehavior(i.e.punishment and compliance),but they neither explored the relationship between perceived Online Travel Agency(OTA) misbehavior and hotels response strategies,nor considered it from the perspective of social exclusion theory and dependence theory.Accordingly,Based on Social Exclusion Theory and Resource Dependence Theory,this study proposed a framework of the effect of perceive