第三方点评网站对餐饮企业品牌形象与消费者行为的影响研究以大众点评网为例

    On the Third-party Rating Website＇s Influence on Brand Image of Catering Enterprises and Customer Behavior——A Study on www. dianping, com
    基金：基金项目：教育部人文社会科学研究项目“外包环境下基于知识管理的供应链质量契约与管理方式研究”（10YJC630076）;上海市教育委员会科研创新项目“电子商务环境苄物流服务品牌忠诚度影响因素的实证研究”（11YS204）.
    摘要：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。
    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.
    关 键 词：网络环境 第三方点评 餐饮企业 品牌形象 消费者行为
    Network Environment, the Third-party Rating, Catering Enterprises, Brand Image, Consumer Behavior
    分 类 号：F251
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