Research On Consumer Behavior Yunnan Tourists Go Under Tourism E-commerce Environment

In this study, considering tourist decision-making process model of Madison(A.Mathieson) and the wall (G.Wall) as the theoretical basis, taking into account thecharacteristics of tourism electronic commerce, combined with the factors affectingtourists online purchasing behavior, we construct a tourist decision-making processmodel in this new environment of tourism e-commerce. At the same time, on the basisof previous research results, taking the influence factors of tourist consumptionbehavior under this new environment as the research object, based on the relationshipbetween the factors and online purchase intention, we construct a conceptual structuremodel, using the questionnaire survey and the structure equation model for empiricalresearch.The empirical research results show that: custom tourism, service quality,perceived usefulness and perceived ease of use have a positive relationship withperceived satisfaction, transaction security, website reputation, privacy policies andpropensity to trust have a significantly positive influence on perceived trust, perceivedsatisfaction has significantly positive effect on perceived trust and purchase intention,perceived trust is significantly positively related to and behavior intention, onlinepurchase experience has a significant positive effect on behavioral intention,supporting the relative original hypothesis; information quality positively influence onbehavior intention, but the effect is not significant; the electronic commerce law,privacy security, third party certification and the virtual community have weakcorrelation with behavior intention, but their effects on behavior the intention can notbe ignored.In this study, through the analysis of the data, we prove that the factors havesignificant effects on the perception of trust and perceived satisfaction and behaviorintention. At the same time, we verify the relative influence of these factors on theperceived trust, perceived satisfaction and behavior intention. On the basis of theimpact of various factors, tourism enterprises can take a more effective、more targeted and more direct marketing management strategy.