The Effects Of Website Information Presentation Lay On Tourism Information Credibility And Purchasing Intention

There were lots of papers researching on information credibility and purchasingintention. Among all these papers, less pay intention on business information.Therefore, I chose tourism information as the study object.According to my research reviewing job and analyses of famous tourism websitesin China. I chose information forms, colour and headlines design as independentvariable. Demographic variables such as gender, age, marital status, education statusand average monthly income are as control variables. Information credibility, clickintention, re-visit intention and purchase intention as dependent variables.This study belongs to exploratory research. My principle research question iswhether website information presentation affect those four dependent variables. Mystudy uses the3×2×2between-groups factorial experiment. There are12tourismwebsites. To forbid the influences from the brand, the price and destination of thewebsite, my tourism website has its own designed logo, its own name―旅行啦‖whichmeans―let’s go travelling‖. What’s more, the price number of this business travelpackage has been obscured.My research findings are as follows, information forms, colour and headlinesdesign do has their own effect on tourism information credibility, click intention,re-visit intention and purchase intention. The effect of colour lay on informationcredibility has a remarkable difference. The tourism webpages with cool colour havehigher credibility, compared with warm colour webpages. The effect of informationforms lay on purchase intention has a remarkable difference. People on the webpageswith pictures, words and audio have the highest purchase intention.The innovation is that this research chose a technology view to test the influenceon information credibility and purchase intention.