Mobile Travel Market Factors Affecting Consumer Purchase Intention

In recent years,the mobile travel market in China's travel market to flourish,drop the company quickly seize the market,the name of the registered drivers and consumer users showed explosive growth.With the introduction of the relevant laws and regulations of the Chinese Ministry of Communications announced that the network is about the legitimate,mobile travel market is bound to continue to develop and improve market growth rate,drop the company will be based on the existing relative to the huge urban population to improve penetration.At present,more and more scholars began to pay attention to the development and trend of mobile travel market,but more is based on large data from the macro level to explore the trend of mobile travel market,do some horizontal comparison.Based on the theory of consumer behavior,this paper studies the factors that affect the purchasing intention of consumers under the network conditions.Through the literature review method,this paper puts forward the main factors influencing the consumers' purchasing intention under the network conditions: information construction,credit score,interactive feedback,brand effect,Consumers in the network under the conditions of the purchase experience that personal experience on the impact of consumer purchasing the role of regulation,put forward the hypothesis of this study.Based on the hypothesis of literature review,this paper uses the questionnaire survey to obtain the research data of this article,using reliability analysis,validity analysis,factor analysis,correlation analysis and multi-level multiple regression analysis The method of proof proves the hypothesis proposed in this paper.Finally,this paper puts forward the following points: First,the brand effect,interactive feedback and credit score have a significant positive effect on the consumer's purchase intention,in which the interaction feedback has the most significant impact on the purchase intention of the consumer,the information construction does not purchase to the consumer The second is that the personal experience has a moderating effect on the positive effect of the interactive feedback and the credit score on the consumer's willingness to buy.The research does not show that the personal experience has a moderating effect on the positive effect of the brand effect on the consumer's willingness to buy,Personal experience does not have any regulatory effect on the impact of information construction on consumer purchasing intentions.