Empirical Study On The University Students' Attitude To Mobile Commerce Tourism

With the vigorous development of tourism industry, our tourism industry has entered a new era, our tourism market presents a new development tendency of popular tourism consumption, tourism personality,individuation and tourism information. The Ministry of industry and information issued three 3G mobile communication licenses to China Mobile, China Telecom and China Unicom on January 7th 2009, which indicates that china entry into the 3G era. Formally, Mobile commerce tourism, which generated by combining 3G technology and tourism, can provide travel service anytime and anywhere, and has wide development prospects. Our mobile commerce tourism is in a preliminary stage of development at present. Few internal researchers study mobile commerce tourism. It has important theoretical and practical significance to study the attitude of mobile commerce tourism.First, the thesis analyzes the trend of tourism industry development, the development status of 3G and the development of mobile commerce tourism at home and abroad (chapter I). The thesis describes the research status of the attitude of mobile commerce tourism through reviewing the theory of attitude, the theory of rational behavior, the theory of planned behavior, the theory of diffusion and innovation and technology acceptance model (chapter II). Second, the thesis sets up a research framework of the mobile commerce tourism based on the previous theory and proposed research hypotheses about research questions (chapter III). Then it analyzes the influence factors, attitude and intent on mobile commerce travel of university students, tests of hypothesis on the influence factors about mobile commerce travel according to the results of factor analysis and obtains results (chapter IV). Finally the thesis obtains some conclusion basing on the results of the research (chapter V).The results show that some factors such as perceived usefulness, perceived security, perceived cost, perceived tourism activities, perceived ease of use and perceived tourism services about the perception of mobile commerce tourism have significant influence on the attitude and intention of mobile commerce, and perception of usefulness is a dominant factor. The attitude of mobile commerce travel has significant influence on the use of mobile commerce. The more positive, the more easily they will use the mobile commerce. The users who have mobile internet experience have stronger attitude and intention than those who do not have. It means that the users who have mobile internet experience will continue to use and have the more positive attitude. There are not significant difference between the experiences and the non-experiences of mobile internet on perception of cost. The thesis confirms the validity of TAM further.