| With the rapid development of e-commerce,online travel website has become a very popular way to make reservation.With a large number of tourists booking hotels online,huge volume and transaction volume,making many online travel agencies pay more and more attention to the development,operation and maintenance of the site.For those who provide information services to the sale of tourism products and the online travel website,the process of hotel reservation can make the customer feel satisfied,reduce the risk perception and thus increase their purchase behavior is crucial to its survival and development.Therefore,it is very necessary to study the quality and efficiency of online travel website.When users are satisfied with the first visit to the site,they are likely to visit again.Therefore,it has become the focus of many scholars to study the quality of online travel website,in order to develop an online travel website which can make the customer and the company communicate more easily.Based on the evaluation of the quality of the web site,the previous studies have been done by the shoppers who have rich experience in online shopping.They found that the quality of the website is composed of multiple dimensions,and then developed a multidimensional website quality measurement scale.However,the information required by the user to book the hotel may vary depending on the type of product or service provided by the hotel.Therefore,in the study of the quality of online travel web site and other sites should also be differentiated.This study is based on previous research results and characteristics of the behavior of users in China online travel website,extract the effect of website quality dimensions for customers in the online travel booking website,with the method of empirical research,through to the online travel website user questionnaire for data collection,and the data were analyzed by SPSS 18.0 and AMOS21.0 statistical software.The four dimensions of verification of online travel website quality for website usability,website content,website interactivity and site security,according to previous theories,with the repurchase intention to measure customer behavior intention,and through customer satisfaction and perceived risk on customer repurchase intention,adding this variable to the conversion cost the model,in order to obtain a more optimized model,analysis of the above factors on the impact of online travel booking site intention.In this paper,the online travel website as the research object,this paper studies the influence of the quality of the online travel website on the customer's behavior.In the study,this paper is based on the previous scholars' research results on the website quality,combined with the particularity of the research object.In this paper,the quality of online travel website is divided into four dimensions:website usability,website content,website security and website interactivity.According to the four dimensions of website quality,this paper studies their influence on customer satisfaction and perceived risk,research on customer repurchase intention.The results show that customer satisfaction and website content and customer repurchase intention was significant positive correlation between perceived risk and customer repurchase intention is negatively related,and switching costs on customer repurchase intention have little effect,easy to use website effect on customer perceived risk is minimal.Finally,according to the research results,combined with the status quo of the development of online travel websites in China,this paper makes a further discussion on how to carry out the website quality construction and marketing. |
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