Influential Factors of Internet Users Booking Online in China's Domestic Tourism 使用互联网在线预订的影响因素—以中国国内旅游为例

Abstract

Based on empirical data, this article reports factors that influence Chinese Internet users' purchasing behaviours in the tourism industry. The type of travel website most visited, self‐efficacy, domain‐specific innovativeness, and perception of the Internet are found to be the significant predictors of Chinese eCustomers. The study affirms the importance of reasoned actions and planned behaviour theories and the theory of innovation diffusion in predicting customers' purchasing behaviours. Managerial implications for Chinese tourism companies are discussed. 本文以实证数据，报告影响中国旅游业中互联网使用者购买行为的因素。研究发现，最常浏览的旅游网站类型、自我效能、特定网域的创新以及对互联网的感知是预测中国电子消费者的重要自变量。本文证实理性行动理论、计划行为理论和创新扩散理论对预测消费者的购买行为非常重要。最后本文讨论了中国旅游企业的管理问题。

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