A Mechanism Research Of Tourism E-commerce Website Atmosphere Influencing On Shopping Intention Behavior

With the enrichment of travel experience and the sophistication of informationtechnology, more and more tourists complete their travel decision and reservation through theinternet, then, tourism e-commerce welcomes its booming development. Along comes agrowing number of tourism e-commerce companies and competition in the market. How toattract a group of loyal users becomes a key issue for tourism e-commerce companies withtheir survival and development. Website is the platform which used by tourism e-commercecompanies to create a specific shopping atmosphere, transfer and organize information inorder to achieve marketing targets. Making a general survey of the literature of tourisme-commerce website on and abroad, most of the studies are focused on the quality orconstruction to compare the pros and cons of websites, while studies on the formationmechanism of consumer behavior are not sufficient, which is worth further research.In order to discuss the mechanism of tourism e-commerce website atmosphereinfluencing on user behavior intention, this paper builds a conceptual model includingwebsites atmosphere, customer satisfaction and behavioral intention based on the attitudetheory and SOR model. Combining with previous literature and research object, this paperconducts a theoretical analysis of model constitution and the relationship among the modules,and then, proposes hypotheses about the relationship between these modules and themediation effect of customer satisfaction. Then based on SPSS19.1, this paper verifies thehypothesis through questionnaire method and a series of statistical analysis methods such ascorrelation analysis, regression analysis and the mediation effect testing. Finally, based on theempirical results, and aiming at the problem of how to create a nice website atmosphere tolead to users’ positive behavior intention, this paper raises some marketing implications fortourism e-commerce companies.Empirical results show that the four elements of online shopping atmosphere has asignificant positive impact on customer satisfaction and behavior intention, and reliableelements and information elements are the most important factor among them; consumersatisfaction has a positive influence on recommending and purchase intention; in addition, themediation effect of customer satisfaction on the relationship between online shoppingatmosphere and behavior intention was confirmed: the information, design and interactivefactors of website atmosphere produce a positive impact on repurchase intention fully throughcustomer satisfaction, and website atmosphere has a positive impact on recommendationintention partially through customer satisfaction. Thus, we can draw a conclusion that, in thetourism e-commerce environment, online shopping atmosphere changes user behaviorintention partially through the inner process of customer satisfaction.