考虑在线评论信息的“酒店+OTA”双渠道供应链合作与商务模式调整机制研究

尽管在线评论信息对消费者购买选择行为影响的研究在营销领域获得了广泛关注，但在线评论信息会如何通过影响消费者对酒店效用的感知，进而影响酒店企业与在线旅行网络平台(OTA)的合作和商务模式选择等运作管理层面决策问题的研究却很少见。本课题结合“酒店+OTA”双渠道供应链的实际运作情况，在充分考虑在线评论信息对消费者感知效用的影响及其带来的竞争效应和跨渠道溢出效应、以及消费者的风险规避特性和渠道偏好异质性、客房数量有限性等特性的基础上，深入研究在线评论信息是如何影响具有风险规避特性消费者的感知效用和渠道选择行为，进而影响不同合作商务模式（批发模式与代理模式）下酒店与OTA企业的最优定价行为的。最后分别从酒店和OTA角度深入研究如何根据这些不同特性的变化调整合作和商务模式以最大化自身收益的问题。研究成果可为提升酒店与OTA合作效率，促进酒店产业发展提供理论指导，也可推广到其他类似特性的服务行业中。

Though the increasing role of online reviews information in consumers’ purchase decisions has attracted researchers’ attention in marketing area, fundamental studies regarding how online reviews information influences consumers’ uncertain valuation of a hotel and, consequently, the hotel and OTA’s operations decisions for cooperation and business model choice have not yet been undertaken. In light of the real practices in the “hotel + OTA “ dual supply chain, this project tries to investigate how online reviews information affect the risk averse consumers’ perceived utility of rooms and the channel choice behaivor, as well as the hotel and the OTA’s optimal pricing decisions under different business models (Merchant model and Agency model). In addition, the optimal strategy adjustments for the cooperation and business model will be investigated from both the hotel and OTA perspectives. Specifically, the characteristics of the impact of online reviews information on consumers’ uncertain valuation, the competing effect and cross-channel spillover effect, the consumers’ risk aversion and preferences to different channels, as well as the hotel’s capacity constraint are taken into consideration when making decisions. The findings can provide theoretical guidance for hotels and OTAs to improve the cooperative efficiency and promote the development of hotel industry, and can be generalized to other service industries with similar settings as well.