| With the development of Internet technologyand the continuous growth of UGC social network users,how UGC tourism website to improve the purchase intention of users has become the focus of online tourism enterprises.Based on this,this paper focuses on the impact of user interaction in the tourism virtual community on the purchase intension,and explores the mediating role of perceived trust,perceived usefulness,and interactive expectation.This paper,taking the technology acceptance model(TAM)as the research basis,the user interaction of UGC tourism website as the external stimulus variable,the perceived trust and perceived usefulness as the cognition reaction,the interactive expectation as the attitude reaction,establishes a research model for the purchase intention of UGC tourism website.This paper conducts research on the impact of user interaction on UGC tourism website on purchase intention by the means of questionnaire and empirical analysis.It adopts the structural equation and the Bootstraping method to analyze the path of the model and verify the significance of the path,and uses ANOVA to analyze the different impact of different background variables on purchase intention.The conclusion of this paper is that product information interaction and interpersonal interaction have a significant positive impact on perceived trust;product information interaction,man-machine information interaction and interpersonal interaction have a significant positive impact on perceived usefulness;perceived trust has a positive impact on perceived usefulness;perceived trust and perceived usefulness have a positive impact on interactive expectation;perceived trust,perceived usefulness,and interactive expectation all have a significant positive impact on purchase intention.Except that the man-machine information interaction of UGC tourism website has no positive impact on consumer perceived trust,the rest are all established. |
PDF Full Text Request