Research On The Model Of Internet’s Influence On Nanjing University Students’ Travel Decision-making

Along with the globalization and the coming of the information age, the scale of Internet users is growing rapidly. A variety of network applications is rich with each passing day. The network has become the most widely used mode of tourism information transferring. It is the most direct and effective means of tourism informatization. At the same time, the leisure tourism demand in our country has been growing fast. In the next few years, the leisure traveling demand will still continue to release. Then, the research of the Internet’s Influence on the travel decision-making mechanism has been significant.The research is based on the theory of "Uses and Gratifications" and the trust theory. We are trying to establish the internet’s influence on the college students’ travel decision-making mechanism through the questionnaire survey method, and study the relationship between tourism decision and Internet usage, network trust of college students. College students are the current higher Internet penetration rate of concentrated population, but also completed several tourism decision-making concentrated populations. This research selected Nanjing University students as the researching objects.First of all, on the base of reviewing of theories of "Uses and Gratifications", network trust, tourism decision making, the research objective is divided into six major problems, and forming nine basic assumptions, and proposing the hypothesis model. It mainly consists of four parts:the control variable, independent variable, mediating variables and dependent variables. Among them, the control variables are individual factors, including age, gender, grade and average monthly living expenses. The independent variables are influencing factors of Internet using trust. The mediating variables are the Internet using trust and travel websites continuing to use. The dependent variable is tourism decision. At the same time, questionnaire scales are formed by drawing on previous research methods and theories.This research uses the questionnaire survey as the main data collection method. In response to the Nanjing University students as the object of investigation study design, we use random sampling method, in accordance with the dormitory number, random sampling. Using the survey form, surveyors go into the dormitory to extend investigation questionnaire and questionnaires are finished by visitors.For statistical analysis of data, we first demonstrate the statistical significance of the data by reliability analysis and validity test. Then we prove the hypothesis and modify the model by descriptive statistical analysis, correlation analysis and regression analysis.Finally the conclusion is formed. Independent variable and dependent variable is not directly related. We put the intermediate variable into the model, such as tourism website continued use and internet using trust. And then the model of Internet’s Influence on the Travel Decision-making Mechanism is formed. Tourism website media properties, media impressions, content characteristics and the user’s individual trust propensity have a significant impact on the internet using trust. Website content accuracy and richness are the most important impacting factors of internet using trust. Internet using trust takes a positive impact on travel websites continuing to use. Travel websites continuing to use takes a positive impact on tourism decision-making.