旅游电子商务消费者购买意愿的影响因素研究  

Study on Impact Factors of Customers' Purchase Willingness at E-Commerce Tourism Website

作　　者：余鲲鹏[1] 郭东强[2] 

机构地区：[1]泉州师范学院工商信息学院,福建泉州362000 [2]华侨大学工商管理学院,福建泉州362021

出　　处：《重庆理工大学学报（社会科学）》2016年第3期58-63,97,共7页Journal of Chongqing University of Technology（Social Science）

基　　金：国家社会科学基金项目"转型企业知识转型模式及其应用研究"(11BTQ027);泉州市社会科学项目"培育壮大电商群体;打响国家级电商示范城市品牌研究"(2014D09)

摘　　要：信息时代,旅游电子商务网站已成为旅游从业者与消费者信息交互的重要平台。通过信息科技的优化强化网站的功能与内容,可提高消费者的在线浏览满意度,激发其购买意愿。以旅游电子商务网站为研究主体,探讨消费者对旅游电子商务网站感知、信任、互动及购买意愿之间的关系。经由模型实证检验发现,影响消费者对网站信任的感知因素依序为:知觉有用、产品特性、知觉安全、知觉易用。另外,对网站的信任、与网站的互动是购买意愿的重要前置影响因素。E-commerce tourism website has become a critical information exchange platform of the travel agency and consumers in information age. The website strengthens the performance of function and content through optimally allocating information technology data,and in turn it improves consumer satisfaction with online browsing and inspires their purchase willingness. The study focused on e-commerce tourism website and analyzed the relationships of customers＇ website cognition,trust,interaction and purchase willingness,which were conducted by SEM. The findings indicate that the sequence of customers＇ cognition factors affecting trust is perceived usefulness,product features,perceived security,and perceived ease of use,and besides the trust to the website and interaction with the websiteare important antecedent impact factors to purchase willingness.

关 键 词：旅游电子商务 消费者感知 购买意愿 信任 互动 

分 类 号：F59[经济管理—旅游管理]