Abstract: Express hotels， often appearing in chains， are a primary supplier in the lodging market. As an indicator of internet word of mouth that reflects the degree of customer satisfaction， customers favorable rate significantly influences product sales， product strategy， and market competition of enterprises. Therefore， based on the assumption of factors affecting customers favorable rate and the sample data of 2582 chain hotels of 5 brands that was obtained from ctrip.com， a multiple regression model was built in this paper to test the assumption through permutation testing and crossvalidation. The results show that room prices have no effect on customers favorable rate， while positive impression on hotel facilities， services， and hygiene， as well as proximity to the city center contribute to a higher customers favorable rate. In addition， the greater the total number of comments， the higher customers favorable rate. The brand factor also has a significant effect on the customers favorable rate. This paper also discusses the implications of the above conclusions for the operation and management of express hotels and the direction of future research.

Key words: customers favorable rate, express hotels, hotel brands, electronic wordofmouth

摘要： 顾客好评率是反映顾客整体满意度的网络口碑指标。收集5个品牌共2582家连锁快捷酒店的数据，建立多元回归模型，运用置换检验、交叉验证来验证研究假设。结果表明：酒店住宿价格对顾客好评率没有影响；顾客对酒店设施、服务及卫生评价越高，好评率越高；酒店位置越靠近市中心，顾客好评率越高；顾客网络评论数量越多，好评率越高；不同品牌对顾客好评率有显著影响。据此，提出对连锁快捷酒店经营管理的启示和未来的研究方向。

关键词: 顾客好评率, 快捷酒店, 酒店品牌, 网络口碑