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- Title
A Mechanism Study on the Impact of Tourism E-commerce Maturity on the E-travel Booking Intention: As a Case with Ctrip.
- Authors
JIANG Jinbo; LIANG Fangfang
- Abstract
Recently, e-commerce has been widely adopted in the tourism industry because of its unique characteristics of online shopping convenience, time efficient, and low cost. The fast development of tourism e-commerce indicates the emergence of a new business model. As an information intensive and dependent industry, the tourism industry has a natural adaptability for e-commerce, which makes the tourism e-commerce become one of the first industries that adopt e-commerce. Currently, the e-travel reservation market is in the early stage, and the tourism products have been gradually integrated to the daily lives of consumers. With the optimization of online reservation channels and means, e-travel reservation market will come to a new period to grow rapidly. Many e-travel service providers have invested in the technology and product innovations to make their e-commerce continue to mature. What's the relation between the tourism e-commerce maturity and e-travel reservation intention? It has become an urgent problem for the e-travel service providers to understand the influential mechanism between them. With regard to the above problems, this paper adopts the methods of literature review and questionnaire survey. Firstly, the researchers reviewed, analyzed, compared and summarized existing literature on the tourism e-commerce maturity and e-travel reservation intention. Secondly, the researchers used Ctrip as the main object of study, set up a measurement scale on tourism e-commerce maturity, and built up a conceptual model. Two variables, customer trust and positive attitude, were used to measure tourism e-commerce maturity from the perspective of the customer perception and to investigate the relationship between tourism e-commerce maturity and e-travel reservation intention. Finally, the researchers used a survey to collect information on the reservation intention, and tested the basic assumptions using statistical analyses such as exploratory factor analysis, SEM, and coefficient analysis, the purpose is to provide suggestions for the e-travel service providers to improve their e-travel service. The empirical results showed that; (1) Tourism e-commerce maturity is an important factor for e-travel reservation intention, and the effect is achieved through customer trust and positive attitude, which have a positive effect on the reservation intention. (2) The four dimensions of tourism e-commerce maturity, customer-centric, transaction mechanism, service response, and information quality have a positive influence on customer trust. Transaction mechanism is the most influential dimension among the four, followed by the information quality. (3) Among the four dimensions of tourism e-commerce maturity, both customer-centric and service response have a positive influence on the positive attitude of the customer. Service response is the most influential one. Transaction mechanism and information quality have no statistical significant influence on the positive attitude. (4) Customer trust and positive attitude have a positive impact on e-travel reservation intention. The four dimensions of tourism e-commerce maturity affect the e-travel reservation intention through two mediator variables-customer trust and positive attitude. Additionally, customer trust and positive attitude are just two mediator variables. There is no direct causal link between customer trust and positive attitude. Based on the statistical analysis, customer trust has no significant effect on positive attitude. In summary, the research has practical significance, and provides suggestions for the e-travel service providers.
- Subjects
ELECTRONIC commerce research; TOURISM; BUSINESS models; RESERVATION systems; CONCEPTUAL models; EXPLORATORY factor analysis
- Publication
Tourism Tribune / Lvyou Xuekan, 2014, Vol 29, Issue 2, p75
- ISSN
1002-5006
- Publication type
Article
- DOI
10.3969/j.issn.1002-5006.2014.002.008