Tourism E-commerce Perceived Risk

The information technology, the most dynamic factor of the production capability, has been gradually penetrating and changing our society in every way since the birth of internet. The combination of the informationization and tourism has given birth to the new procedure,new state of the industry, new service and new products. Tourism e-commerce is not only the new trend of the world' tourist industry but also the new lightspot of the domestic tourism. As a kind of service consumption with the characteristics of invisibility and others, the tourist consumption will make the consumers affected by many factors in the cause of making the decisions, which leads to all kinds of ventures.Based on the comprehensive research on the risks, the risks of Tourism e-commerce, the perceived risks of the consumers and the theories on Tourism e-commerce, the paper interprets the definition—It is the perceptive possibility that causes all kinds of damages and the psychical fall formed in the cause of the consumption, both of which happen in the cause of skimming over the tourism information on the internet, doing the reservation or buy and paying and enjoying both the before-sales and after-sales service, the category and the feature of the perception risks of the consumers in the environment of the Tourism e-commerce. Further more, with the examples of the groups of the undergraduates, it investigates and analyzes the perceived risks. The results of the sample survey indicates that the functions, including net banks/net pay,net shopping/net reservation, getting on the internet by cellphones/cellphone pay and so on, are rarely used by the undergraduates. These factors, including lacking of understanding and trust, risks on the credits of sellers,risks on privacy,shopping experiences,perceived benefits,physical distribution and compensational risks, play an important part in all the factors related to the perceived risks in Tourism e-commerce. On the contrary, the influences of psychological risks, physical risks and time risk dimensionality are not very obvious. So the undergraduates should pay more attention to the Tourism e-commerce and try to take part in the activities more frequently, which helps consumers to build their confidence in trading on the internets. The operators of Tourism e-commerce should establish the credit evaluation mechanism, strengthen the third-party certification, enhance the self-safety of the internet, add the consumes' perceived benefits, make clear the ways of compensation to avoid the ventures, and only in this way can we push ahead with the healthy and continual development of Tourism e-commerce.