A Study On The Factors Affecting Trust In Tourism Electronic Commerce Websites

With the fast-growing of tourism market and the amount of tourists on the internet, a new opportunity has brought to the development of tourism electronic commerce. However, research on e-commerce trust are most concentrated in the mainstream C2C, B2C, B2B e-commerce business model, the literature of tourism e-commerce website trust issues is relatively few. The rapid growth of tourism e-commerce market in sharp contrast with the current lack of theoretical studies of tourism e-commerce trust issues, the author is based on the background to study the influencing factors of tourism e-commerce website trust.Trust is an important factor of impacting e-commerce online shopping, tourism e-commerce site as a kind of e-commerce website category, would also impacted by trust. Tourism e-commerce website is very different from the traditional tourism commerce. So tourism e-commerce websites is hard to get trust from customers. According to its features, consumers will first have trust to the tourism website, then they will decide to whether to purchase tourism product from the website.So find out the impact factors of tourism e-commerce website trust, and study the effect that these site factors to trust and purchase intention, then provide some theoretical guidance and management reference for tourism e-commerce website is particularly important, this is also the purpose of this study.Then the study does work about processing and analysis for the data collected, including descriptive statistics analysis, reliability analysis and correlation, regression analysis, and verify the assumptions of this study, and draw relevant conclusions. The last is conclusion and implications, including the results of hypothesis testing, the main conclusions of this study and provide management reference, and finally point out the limitation of this study and future research prospects.The main conclusions of this study include:(1) information quality of tourism e-commerce website positive impact trust of the consumers to site;(2) serves quality of tourism e-commerce website positive impact trust of the consumers to site;(3) privacy protection of tourism e-commerce website positive impact trust of the consumers to site;(4) consumers trust to tourism e-commerce website positive impact purchase intention of consumers;(5) consumers’ trust in tourism e-commerce sites plays an intermediary role between the site information quality and purchase intention;(6) consumers’trust in tourism e-commerce sites plays an intermediary role between the website service quality and purchase intention;(7) consumers’ trust in tourism e-commerce website plays an intermediary role between privacy protection and purchase intention.