旅游电子商务成熟度对在线旅游预订意向的影响——以携程旅行网为例

发布时间：2018-12-10 07:38

【摘要】：旅游服务商为了抢夺市场份额,纷纷投资进行技术改造和产品扩张,促进旅游电子商务不断走向成熟。近年来,IT管理的成熟度理论开始应用于旅游电子商务领域,旅游在线预订及其影响因素研究也日渐增长。但是在学术界,旅游电子商务成熟度对在线旅游预订意向的影响研究却十分少见。文章以携程旅行网为例,基于文献研究提出相关概念模型,运用探索性因子分析及结构方程模型,探讨旅游电子商务成熟度对在线旅游预订意向的影响机制。确认旅游电子商务成熟度的4个维度均正向影响顾客信任,但交易机制对顾客信任的效用最大,其次是信息质量;4个维度中,顾客为中心、服务响应正向影响顾客的积极态度,以服务响应对积极态度的效用最大;旅游电子商务成熟度的4个维度通过顾客信任和积极态度这两个中介变量影响在线旅游预订意向,且顾客信任和积极态度是完全中介效用,统计意义上,顾客信任对积极态度没有显著影响。
[Abstract]:In order to seize the market share, tourism service providers invest in technological transformation and product expansion to promote the development of tourism e-commerce. In recent years, the maturity theory of IT management has been applied to the field of tourism electronic commerce. However, in academia, the impact of tourism e-commerce maturity on online travel booking intention is rare. Taking Ctrip Travel Network as an example, this paper puts forward a related conceptual model based on literature research, and probes into the influence mechanism of tourism e-commerce maturity on online travel booking intention by using exploratory factor analysis and structural equation model. It is confirmed that the four dimensions of tourism e-commerce maturity positively affect customer trust, but the effect of transaction mechanism on customer trust is the greatest, followed by the quality of information. In the four dimensions, the customer is the center, the service response positively affects the positive attitude of the customer, and the service response has the greatest effect on the positive attitude; The four dimensions of tourism e-commerce maturity affect online travel booking intention through customer trust and positive attitude, and customer trust and positive attitude are completely intermediary utility. Customer trust has no significant effect on positive attitude.
【作者单位】：华南理工大学经济与贸易学院;
【基金】：广东省哲学社会科学基金(09E06) 国家自然科学基金(41340020)资助~~
【分类号】：F592;F724.6;F274

【参考文献】