The Research About The Adoption Behaviors By Customer Of China’s Tourism E-Commerce Website

Nowadays, with the development of economy and the rapid growth of GDP, the quality of people’s life is higher and higher, as the per capita disposable income is growing rapidly, people’s consumption structure begins to move to the quality improvement of life, and the demand of tourism increasingly strong. In addition, the improvement of our holiday system also becomes a driving factor of tourism development in our country, and our country’s tourism develops rapidly momentum, the scale of tourism continues to grow, the trend of tourism country is obvious. Tourism has become an important way of life in our country, and with the popularity of the Internet, tourism electronic commerce is an inevitable requirement for the traditional tourism transforming to the "wisdom tourism". However, the online scale of tourism electronic commerce in our country has a small proportion of the tourism overall size, which shows that tourism electronic commerce acceptance is still very low in our country. This paper researches on above question, and aims to analyze the influencing factors of our country tourism electronic commerce customer’s adoption behavior, and explore the reasons behind, continue to put forward policy suggestions for the smooth transition of our country tourism.In this study, we uphold the thinking of finding the problems, then seeking the theoretical support, and then design the solutions scheme, at last, putting forward the ideas to solve the problems. Firstly, we described the background and significance of the research, and then elaborated the research goal and the content of this paper, also the research methods and technical route overview. This research based on the related theory of tourism e-commerce and the adoption. This paper cleared the concept of tourism e-commerce which we mentioned in this article, expounded the adoption behavior research status of the tourism e-commerce in China, and integrated the development application status of the Unified Theory of Acceptance and Use of Technology. Based on the development status research of the tourism e-commerce website in China, we used the UTAUT model as the research framework, combined with the consumers’attitudes towards the internet, constructed the adoption model of Chinese tourism e-commerce customers, and designed the survey questionnaire. We used the structural equation model method to make an empirical research to the model and the assumptions after collecting the data. We drew some conclusions through analyzing the data including:Social Influence have a positive influence to Performance Expectations and Effort Expectancy, Internet Attitude, Effort Expectancy and Performance Expectations have a positive influence to Behavior Intention, Behavior Intention positively affect Use Behavior, Gender is a regulatory role in the model variables’Relationships which the Social Influence to Performance Expectancy, Effort Expectancy to Behavioral Intention and Internet Attitude to Behavioral Intention. The influence of Social Influence to Behavior Intention is not significant. Age, Education, Region are not significant regulatory role in the model. Based on the conclusion,we put forward the corresponding countermeasure proposal for government and tourism e-commerce enterprise on this basis. Also described the deficiencies of this research, and the future research direction is forecasted.