The Research On The Attitude Of Independent Tourists To Tourism Mobile Commerce

Chinese tourism industry is in a new period of vigorous development. The modern technology with the representative of Internet and mobile communication technology is profoundly changing the development process of the tourism industry. Combined the mobile e-commerce with the tourism industry, tourism mobile commerce becomes the industry buzz. With Chinese4G mobile network officially launched in2014, the tourism mobile commerce is more widespread. As a result, users’demand and attitude have new changes. The study of the attitude of tourism mobile commerce has important values on theoretical research, practical application and management decisions.Through qualitative and quantitative research methods, this paper chooses the independent tourists as the study object. Based on previous studies, the paper builds the model of the attitude of independent tourists to tourism mobile commerce and put forward hypothesis with influencing factors such as perceived usefulness, perceived ease of use, perceived cost, perceived security, independent travel experience, perceived entertainment and personal image. After collecting questionnaire data and deal with the data by factor analysis, this paper proves the hypothesis and gets results.The results show some conclusions.(1) Perceived usefulness, perceived ease of use, perceived cost, perceived security, independent travel experience, perceived entertainment and personal image have significant influence on the attitude and intention of tourism mobile commerce, and perceived usefulness is a dominant factor.(2) About the tourism mobile commerce, more positive attitude independent tourists have, more strongly their intention is.(3) The experience of using mobile e-commerce do not have significant influence on the attitude and intention of tourism mobile commerce but perceived entertainment.Based on above conclusions, this paper make suggestions to relevant enterprises and departments as follows:(1) customized user’s needs and enhance the quantity and quality of information to improve the usefulness;(2) design functions and operational ways logically to improve the ease of use;(3) enrich the social networking features to meet user personalized display;(4) provide humanized and entertainment-oriented interaction ways;(5) improve product’s security by different ways.