随着互联网的高度普及和旅游业的良好发展，旅游移动电商平台应运而生。本文以去哪儿网为研究样本，根据国内外的文献资料，构建了旅游移动电商平台的顾客忠诚度模型。通过SPSS22.0对数据进行实证分析，得出操作简易性、互动性、信息准确性、服务及时性、页面美观性、低价性、隐私保护性对顾客满意度及顾客忠诚度均具有显著正向影响的结论。并据此提出旅游移动电商平台应简化操作流程的繁琐性、优化页面的美观度、增强产品价格的优惠力度、完善个人隐私的保护措施等建议。

关键词：旅游移动电商平台、顾客忠诚度、顾客满意度、去哪儿网

With the high popularity of the Internet and the sound development of tourism, the tourism mobile e-commerce platform came into being. This article uses Qunar.com as a research sample and builds a customer loyalty model for the travel mobile e-commerce platform based on domestic and foreign literature. Through the empirical analysis of the data by SPSS22.0, the conclusion demonstrates that the ease of operation, interactivity, information accuracy, service timeliness, page aesthetics, low price and privacy protection all have significantly positive impact on customer satisfaction and loyalty. It is proposed that the tourism mobile e-commerce platform should simplify the complexity of the operation process, optimize the aesthetics of the page, enhance the preferential price of products, improve the protection of personal privacy and other suggestions.

Keywords: Tourism Mobile E-commerce Platform, Customer Loyalty, Customer Satisfaction, Qunar.com