Research On College Student's Online Travel Consumption Intention Based On Technology Acceptance Model

Online travel has become a new industry,the development in the ascendant.Although consumers buy online products from time and space constraints,cheap,full range,rich information on tourism products,but in China to buy online travel products,relatively few users,online shopping products are still in its infancy.It is helpful for enterprises to analyze the consumption demand of college students in order to provide scientific basis for making management decision-making,and to promote the healthy development of online tourism in China.It is of great significance to explore the main factors influencing college students' purchase of online tourism.The practical guiding significance.This paper,based on the previous research results,defines the basic concepts of online tourism,tourism products and purchase intention.On the basis of reviewing the influencing factors of online tourism and online shopping tourism products and other related theories,this paper constructs the theoretical model of college students'Analysis of the Factors Influencing College Students' Purchase of Tourist Products Online.Based on the theory of purchasing intention of consumer network,taking into account the individual characteristics of college students,the characteristics of tourism products,based on the original technology acceptance model,adding the perceived risk,perceived price preference,consumer innovation,subjective norms The quantitative variables were used to find out how the exogenous variables and mediator variables affected the willingness of college students' online consumption and the degree of influence,and verified the hypothesis of the proposed research.The study shows that there are no significant differences in the willingness of college students to travel online with different gender and educational background,and the willingness of different age,monthly disposable consumption,online shopping experience,online shopping tourism product price and online shopping of online shopping students is significantly different.Norms,perceived price concessions,consumer innovation on the impact of college students online travel consumption will be stronger.Combined with the above research results,from the establishment of word of mouth image,scientific pricing of tourism products,and actively innovative product forms,to reduce the risk of college students online travel consumption perception,improve the effectiveness of college students online travel consumption awareness of five aspects of the Internet travel business for college students online Suggestions on the Countermeasures of Tourism Consumption Management.