Study On Influencing Factors About Tourists Information Searching Effort In Social Media Circumstance

With the wide application of socialized media, this new type social contact method is gradually permeating and changing the daily work, study and life of people. In people’s social life, travel has been ascended mainstream ranks. But in the whole travel activity, the decision of consumers has a decisive position and effect. In this series of decision process, information search is a very important step to most of the consumers, especially in travel product purchase. To consumers, good or bad travel decision will directly affect the success or failure of travel activity. Reasonable travel decision can help people consume less resource to realize more complete travel target and formulating response plan to the problems that can probably happen in the travel so as to reduce the risk and incident caused by uncontrollable factors. Therefore, before making travel decision, it’s quite necessary for consumers to have relevant information search. To modern travel consumers, socialized media is undoubtedly the most convenient and rapid path.According to the research of related literature, this paper describes the socialized media and travelers info searching endeavor; analyses not only the factors of impact on travelers external info searching endeavor, but also if the perceived risks have the adjustable effects on the relationship between every aspect of the factors and external info searching endeavor. Via questionnaire form, hypothesis is verified.Through the study result, the paper reaches conclusion: info sources, searching attitude, searching ability and perceived risks are the four variables which have positive correlation with traveler external info searching endeavor. While time pressure has negative correlation with traveler external info searching endeavor. Perceived risks have adjustable effects on the relationship between info sources,searching attitude, time pressure and external info searching endeavor; while the perceived risks have no adjustable effects on the relationship between searching ability and external info searching endeavor. In the end, according to the study result, this paper puts forward some marketing suggestions about traveling enterprise and future research direction.