Reseach On Tourists’ Consumption Behavior Under The Background Of Mobile Electronic Commerce

With the rapid development of social informatization,4G mobile wireless network technology has become increasingly mature. Combined with functional optimization and widely use of mobile electronic devices like smart phones, mobile electronic commerce stands out from the traditional electronic commerce model, and plays an important economic role. Meanwhile, with the improvement of people’s living standard, mass tourism demand become stronger, whereby the mobile electronic commerce has been more widely used in tourism. In view of the important functions of mobile electronic commerce played in tourism, consumer behavior has also undergone tremendous changes. Therefore, in order to analyze characteristics and influential factors of tourists’consumption behavior, this paper focused on tourists’ consumption behavior under the background of mobile electronic commerce by using theoretical research and empirical research.The main conclusions of this paper are as follows:First, under the background of mobile electronic commerce, consumption behavior of tourists compared to traditional consumption behavior has experienced great changes. These changes are mainly reflected in four aspects-individuation, rationalization, flexibility, initiative. Second, under the background of mobile electronic commerce, the influential factors of consumption habit of tourists are subjective motivation, information quality, information utility, positive perception and negative perception. Among them, the first four factors have a positive impact on consumption habit of tourists, while negative perception has a negative impact. The influential factors of consumption decision of tourists are objective motivation, subjective motivation, information quality, information utility, positive perception and negative perception. Among them, the first five factors have positive impact on consumption decision of tourists, while negative perception has a negative impact. Third, under the background of mobile electronic commerce, the influential factors of tourists’satisfaction are objective motivation, subjective motivation, information quality, information utility, positive perception and negative perception. In addition to the negative impact of negative perception, other factors have a positive impact on satisfaction.Finally, this study provided some recommendations about how to accurately grasp the changes of tourists’ consumption behavior for tourism industry and related businesses based on the results of theoretical research and empirical research, which aims to provide effective theoretical support and development strategy for the change and development of tourism industry.