Study On Consumer's Internet Tourism Information Seeking Behavior

Due to the quick development of economy and people's heavy pressure of living and working, the tourism in China has developed rapidly in recent years, even becoming the driving force for national economic development. In the meanwhile, the competition in tourism industry is becoming more and more intense. Therefore, a growing number of researchers and enterprisers focus on tourists purchasing behavior and consumption characteristics. The tourists' information search is very essential in customer purchase decisions. Most tourism products are purchased, consumed and evaluated in the form of service. There are some difference between physical products and service products and therefore the way consumers search for internet tourism information is likely to be different from the way they search for goods information, as well its importance. At the same time, rapid development and popularization of the network has promoted the development of e-commerce, and increase people's convenience of communication and access to information. Some studies show that the network has become one of the most important ways of access to information. This paper uses empirical research to identify tourist information search behavior influence factors, explore the impact of various factors, and in order to find influence factors on tourists'information search behavior, as well as the relationship between them. It is expected that the findings could provide suggestion basing on consumer information search behavior for tourism operators.In this paper, sorting out the domestic and foreign literature summary, combining both psychological and economic factors, we put forward the hypothesis considering tourists'Internet information search effort, involvement, tourism knowledge, online search skills, search attitude, perceived benefit, perceived quality, time pressure and perceived risk as the main factors. In the empirical stage we take the young Internet users who has had a travel experience as the main study object. They are surveyed by convenience sampling method, and we combine paper questionnaires and online questionnaires to collect data. Then we conduct reliability analysis and validity analysis by SPSS 16.0 and AMOS 7.0, and take tourists'Internet information search effort, involvement, tourism knowledge, online search skills, search attitude, perceived benefit, perceived quality, time pressure and perceived risk as latent variable to building the structural equation model. At last we verify our hypothesis put forward .The results showed: When travelers search for travel information online, if they have bigger perceived benefits, higher perceived quality, less pressure for time, bigger perceived risk, and more serious attitude, they would spend more time and effort on searching for travel information to help them make decision more likely. At the meanwhile, if the travelers have higher involvement, more poor tourism knowledge, and higher ability to use the network, then the tourists will perceive more benefit in the process of searching tourism information online, and these factors also indirectly affect the network information search efforts. In addition, this paper shows the outline of the final conclusions of this study and the limitations of the present study.