| With the maturity of the Internet and the spread of mobile devices such as smart phones,mobile e-commerce is becoming more and more widely used in various fields.At the same time,the combination of tourism and mobile e-commerce is inevitable because of the continuous rising of the demand for national tourism.The development of tourism mobile e-commerce has made it possible to travel.There have been great changes in the way of traveling and the process of consumption,which also leads to the great market competitiveness of the tourism mobile platform.It is very important to know which factors will affect the decision of the tourists.Therefore,this paper will study the influencing factors of tourist purchase decision under the environment of tourism mobile e-commerce.In the research significance and the purpose of the research,the research model is built on the basis of the simplified TAM model,and the research of the TAM model theory is supplemented and expanded,and the related research theory is enriched.The research on the influencing factors of the tourist purchase decision helps the tourist mobile ecommerce platform to solve the tourist needs and understand which factors will be possible It has an impact on the purchase decision of tourists,helps them formulate better marketing strategies,improves the competitiveness of the industry,and provides suggestions for the optimization and improvement of the tourism mobile e-commerce platform,so that it can gain a more long-term development.Through the analysis and summary of the research results of the scholars,this paper builds the research model based on the simplified technical acceptance model.According to the specific research content,we add the variables adapted to the research content in the technical acceptance model to improve the interpretation of the research.Through the study of relevant literature and the characteristics of tourism mobile e-commerce environment,in this study model,we continue to use the perceived usefulness,perceived ease of use in the technology acceptance model,and then introduce perceived risk,perception interaction,and design creative beauty,with these five variables as independent variables and purchase intention as the medium.The mediating variable takes purchase decision as dependent variable,and then puts forward research hypotheses based on the research model.After the model construction and hypothesis proposed,according to the constructed model and the hypothesis design questionnaire,the influence factors of the tourist purchase decision under the tourist mobile e-commerce environment are investigated.After a small range of investigation and modification of the questionnaire,the questionnaire is distributed through the "Questionnaire" platform,and the final 483 copies of the questionnaire are recovered.Of which 464 valid questionnaires were available.Finally,using SPSS22.0 statistical software,464 valid questionnaires were taken as the statistical data basis,and the effective questionnaire data were collected for empirical analysis.First,we analyze the demographic information of the sample,age,marital status and other demographic information and the use preference of the tourism mobile e-commerce platform.The reliability analysis and validity analysis of the samples are carried out to verify the reliability of the questionnaire data and the effectiveness and accuracy of the results;and then the samples are carried out.The results of exploratory factor analysis make the perception interactive solution a two factor,and remove one of the items in the perception interaction.Therefore,according to the result of the factor analysis,the perception interactive solution is formed to form the perception interaction and the perception individuation,and the research hypothesis is modified,and then the sample is analyzed.Analyze the correlation between independent variables and purchase intention,purchase decision,purchase intention and purchase decision,and verify the hypothesis according to the correlation results.Finally,through the regression analysis of the samples,the intermediary effect of the purchase intention in the relationship between the respective variables and the purchase decision is verified.Through the empirical study,the final conclusions are drawn.First,in the environment of mobile e-commerce,tourists' perceived usefulness,usability,interaction and individualization have a positive impact on their purchase intention.Tourists perceive the usefulness,ease of use,interaction,individualization,and design creative beauty.The purchasing decision has a positive impact on the purchasing decision,and perceived ease of use has a positive impact on perceived usefulness,but perceived risk and design creativity have no effect on purchase intention,and perceived risk has no effect on purchase decision.Second,the results of the study verify that the purchase intention of tourists is positively affecting the actual situation.The purchase decision shows that the consumer's actual purchase decision will be influenced and dominated by the purchase intention;third,the intermediary variable purchase intention plays an intermediary role in the relationship of perceived usefulness,perceived ease of use,perceived interaction,perception of individualization and purchase decision.Finally,according to the final research results,this paper puts forward some suggestions on how to improve the tourist purchase decision for the tourism mobile e-commerce platform,in order to help them improve their competitiveness and applicability.This paper applies the technology acceptance model to the study of the influencing factors of tourist purchase decision under the environment of tourist mobile e-commerce,and discusses it with two kinds of qualitative and quantitative methods.Through this study,I hope to provide a new angle for the research on the influencing factors of tourist purchase decision under the environment of tourism mobile e-commerce,and enrich the research results of tourism mobile ecommerce,tourist behavior and so on. |
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