An Empirical Study Of Factors Affecting The Online Purchase Intention Of Experiential Travel Products

With the rapid development of the national economy,the income levels of people have been continuously improved,and the pursuit of the quality of material living standards has also been continuously enhanced,which has spawned the continuous development and growth of the tourism industry.The maturity of Internet information technology has spawned the development of online travel.In 2016,the online travel market transaction volume has reached 739.424 billion yuan and has increased year by year.This is not only due to emerging technologies supporting the increase in the penetration rate of the Internet in the tourism industry,but also benefiting from online purchase behavior of subject tourism consumer,which has become the norm.The development of the online travel market has led to an increasingly various online travel product category.However,with the huge changes in the main groups of tourists,levels of demand,and consumer attitudes,in this context,experience-oriented travel products should be developed.This article takes experiential tourism products as the research object,through the combing and regression of relevant literature,combines Howard-Sheth's theoretical model and TAM technology acceptance model to construct a model of the influencing factors of exchanging tourist products online purchase willingness,and the model contains stimulation factors.(Environmental incentives for experiential travel products,symbolic stimuli,and social environmental stimuli),intrinsic factors(including perceived usefulness and perceived ease of use),and travel consumer reactions(tourist online purchase intention)are three variables.From the perspective of tourism consumers,based on the collected data,the relationship between variables was quantitatively studied to verify the hypothesis model,and to further improve the research on the influencing factors of the online shopping willingness of experiential travel products.Through empirical analysis,this paper draws the following conclusions:(1)The willingness of tourism consumers to purchase online is directly affected by stimuli and internal factors;(2)Intrinsic factors are directly affected by stimuli;(3)Intrinsic factors are stimuli to tourism The influence of consumers' online purchase intention has some mediating effects and only acts on the impact of physical stimulus and symbolic stimulus on the online purchase intention of tourism consumers.(4)In gender,age,education level,occupation,among the control variables of income and income,only different occupations and education levels have partial influence on variables,and the rest have no significant effect.