摘要随着我国网络团购的快速发展，作为网络团购重要组成部分的旅游团购也跟着不断发展。本文主要以在校大学生为调查对象，通过文献阅读和问卷调查的方法，得出大学生参与旅游团购的影响因素有个体因素、旅游团购风险因素、交易主体因素、产品因素、旅游团购的流行因素这五个，其中影响最大的是交易主体因素，影响相对较小的是旅游团购风险因素。除此之外，通过访谈得知，现在旅游团购存在的问题主要与提供旅游团购的商家和旅游团购产品有关。本文还为旅游团购的可持续发展，从提供旅游团购的商家、旅游团购网站、大学生消费者、国家相关部门这四个角度提出了相应的、切实可行的对策。58729

毕业论文关键词：大学生；旅游团购；影响因素；对策 

The influence factors of customers using tourist group buying——example of college students

Abstract With the rapid development of online group buying, tourist group buying, as an important part of online group buying, is developing constantly. Through the method of extensive literature survey and questionnaire survey, which the majority of respondents are college students, we found that there were five factors would influence the college students in online group buying. Those factors are consumers, risks of tourist group buying, trade subject, products, trending of tourist group buying. Among them, trade subject has the most impact, relatively, the risks of tourist group buying has low effect. Besides, according to the interview with the college students, we found the main problems in tourist group buying are related to the merchants who provide products and the products. Base on all the surveys and analysis, we found some practical countermeasures to promote the sustainable development of tourist group buying through three sections: the tourist merchants, the website of tourist group buying, the college students and the related national departments.

Key words：college students；tourist group buying；influence factors；targets

0 引言 6

1 基本概念及前人研究 6

1.1 团购的概念 6

1.2 网络团购的概念 6

1.3 旅游团购的含义 6

1.4 消费者参与旅游团购的影响因素 6

2 旅游团购的现状 6

2.1 旅游团购网站数量减少 6

2.2 旅游团购网站种类增加 6

2.3 旅游团购产品丰富度较小 6

2.4 旅游团购参团人数及成交额呈上升趋势 6

2.5 旅游团购消费在人们消费中占比接近10% 6

3 大学生参与旅游团购影响因素的实证 6

3.1 调查问卷设计及发放 6

3.1.1 调查问卷的编制 6

3.1.2 数据分析的计算方法 6

3.1.3 问卷的发放和回收 6

3.2 问卷数据统计及分析 6

3.2.1 被调查大学生基本信息分析 6

3.2.2大学生参与旅游团购的具体情况 6

3.2.3 大学生参与旅游团购的影响因素研究 6

3.2.4 阻碍大学生参与旅游团购的影响因素分析