| Under the background of rapid development in OTA. Although the number of online travel sites than ever, but the quality of the site is uneven.In the industry,a part from a handful of several online travel sites in the website system stability,the information capacity, security, interactivity, etc have a high level, most of the site did not achieve the desired propaganda, the effect of sales. And, in 2013 China’s eight major urban social trust status report pointed out that tourism industry has become the consumer the least-trusted profession.With the tourism industry the same trust crisis,has also been gradually become one of the bottlenecks restricting the development of online travel booking.If you want to make online travel sites really play a role, site quality effective guarantee and promote online customer trust is the necessary premise.This article from the perspective of empirical analysis,the use of online travel booking consumer questionnaire investigation.Using SPSS to data processing, the use of factor analysis and multiple regression methods, verified the sitequality, trust and online booking decision two positive correlation between the three variables, the three variables linear equation is established. The results showed that the quality of online trust in the website and booking with partial intermediary role between decisions.Finally, based on the results of the study and combined with the online travel website development the truth, to improve from system, rich site presents information, improve the service quality and establish the site has its own virtual community four aspects: improve the quality of websites,then constructing of online travel booking website online trust of consumers, reservating the success rate of Online travel booking.In theory, this article is in China’s online travel industry web site quality and beneficial supplement of online trust.In practice, in this paper, the online travel recommendations to solve the problem of consumer trust, thus has promoting effect on the healthy development of the online travel industry. |
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