A Study Of Online Travel Booking Intention Based On The Theory Of TAM

With the continuous development of e-commerce, online travel booking is not only a new trend in world tourism, but also a new highlight in the development of China's tourism industry. According to authoritative statistics:By the end of 2009, the annual growth rate of Online travel booking is high, and the development trend is irresistible. Thus researching on factors influencing customers' online travel booking intention has both theoretical and practical significance. Based on technology acceptance model, this paper increases an extension variable, namely perceived risk, and then builds a model of consumers' online travel booking adoption with perceived usefulness of online travel booking and perceived ease of use online travel booking. And, taking fully into account the nature of both tourism products and online shopping, according to the extensive literature, the author introduces another two variables, namely tourism product factors and consumers' relevant experience, and then has a analysis of these two variables on the model of consumers'online travel booking adoption.In the process of demonstrating, this paper mainly uses theoretical research and empirical analysis. First of all, make a reasonable explanation about the theoretical model; Secondly, conduct a questionnaire survey of consumers via questionnaire designed, and then conduct factor analysis, cluster analysis and correlation analysis of the survey data with the social statistics package SPSS 16.0 for Windows; At last, revise the model according to the new conclusions.Empirical studies suggest that:Firstly, the perceived and perceived ease of use still influence consumer using online travel booking mainly. However, different with many conclusions of the study, perceived ease of use has become the key factor to consumers'attitude towards online travel booking in this study. And perceived usefulness has become the second important factor.Secondly, the perceived risk of travel booking also presents new features different with other scholars' conclusions on the impact of attitude toward using:Only online merchants risk hinder the development of online travel booking in the respondents'opinion. Although network using risk and online products risk are widely concerned, they do not believe that could dismiss their idea about using online booking. In this paper, we explain that from four points, and further point out that researchers and managers must pay attention to these risks which further development can not be laissez-faire.Thirdly, the tourism product factors and relevant experience regulate the perceived usefulness, perceived ease of use and perceived risk from different angles, thereby adjusting consumer's attitudes and intentions of using online travel booking.Fourthly, respondents are divided into four types via cluster analysis, namely "high-profit high-risk active consumers", "high-profit low-risk active consumers", "low profits high-risk passive consumers" and "ordinary consumers".Finally, attempt to put forward some proposals from three aspects, namely enhancing consumer's perception of the profits (perceived usefulness and perceived ease of use), reducing the consumer's perceived risk and developing effective marketing strategies, as the application of the conclusions of this study.