Influence Factors of Consumer Online Purchase Tourism Products Analysis
|School||East China University of Science and Technology|
|Keywords||tourism e-commerce purchase intention Object-Value UTAUT OTA|
As the Economic reform and opening up process continue developing in depth in China, the tourism industry has been considerable scale and entered a fast track of development after nearly20years progress. In recent years, leisure tourism becomes a rapidly growing sunrise industry because Chinese income is gradually increasing as well as80’s and90’s whose consumption attitude changed. On the other hand, Internet and e-commerce also are growing very fast. Therefore, Tourism and e-commerce combined with each other naturally, from2000to2010china tourism e-commerce websites emerge in endlessly and industry scale expands unceasingly, also grab the traditional offline travel agency’s market share gradually, the pattern of tourism industrial upgrading is the trend of The Times. However, there are also some problems and contradictions in the development of tourism industry to the e-commerce, and a lot of once flourishing tourism website also ups and downs and even decline in the competition, which reason is that some tourism enterprise did not grasp the customers’purchase intention and did not enhance the enterprise core competitiveness according to users’actual demand on the development road. From the above, the article aims to get the influence factors of users’booking tourism products online by theoretical research, and through the questionnaire and the empirical analysis with the method of structure equation to indicates that the factors of affecting users booking travel products intention.This article built model based on the "object-value model" and "Unified Theory of Acceptance and Use of Technology model" by further study of tourism e commerce in domestic and international related literature. The affection factors include that Influencing factors including site usefulness, offline support ability, ease of use, price advantage, security, product service richness and social influence, brand and so on.This article through the design of structured questionnaire for users of Ctrip.com, using SPSS and AMOS software to the empirical analysis of model and statistical data and verify the hypothesis model established. After the study we found that users of products and services of ease of use, safety awareness, perception influence on its price advantage perception, social influence are the significant positive influence on purchase intention; The offline support ability has a significant positive influence on ease of use of the web site; Site brand image is influenced by the community for the users has significantly positive influence. According to the above factors, which affect the purchase intention, this article based on the current status of tourism electricity gives some optimization Suggestions.