| The characteristics of tourism industry and the rapid development of the Internet in China made great sense of studying of consumers,purchase intention and behavior.Present researches put more attention on the functional factors of online purchase which neglected the psychological factors.This paper listed Social capital theory,Trust theory,Social learning theory,Self-efficacy theory and UTAUT model and added online trust,self-efficacy to revise the UTAUT model.Used this model we verified performance expectancy,effort expectancy,social influence and trust all have direct positively effect to purchase intention.At the same time,we applied SPSS 23.0 version to test the mediating.effect of online trust between the psychological factors(performance expectancy,effort expectancy,social influence)and online purchase intention of consumers,as well as the moderating effect of self-efficacy.All the test provided further study of those factors and gave some useful theoretical direction to the online tourism market of China.The research collected data through giving away questionnaire on the Internet which concluded college students,common stuff,teachers and researchers in institute,public servants and other people.Then used SPSS 23.0 version and AMOS 22.0 version to make descriptive analyze and examine the reliability,validity and regression analyze to test the hypothesis in this research.The results showed that performance expectancy,effort expectancy,social influence and online trust had a direct positively effects on purchase intention.Trust also be proved that has a partial mediating effect between performance expectancy,effort expectancy,social influence and online purchase intention.Self-efficacy was a moderating factor in this model,who has been proved to have moderating effects between online trust and purchase intention.According to the conclusion,this paper put some effective marketing methods to online tourism enterprise at last. |
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