The Research Of New Media Features Affect Online Travel Booking Intention Based On The Echnology Acceptance Model

The purpose of this study:On the develop of the internet and information technology,the electronic commerce develop vigorous,online booking arises at the historic moment.In our country,the online travel booking market has basically formed,and has its place in the tourism market,the permeability of market increases year by year,present the state of OTA and enterprise platform mode coexist. Online booking get rid of a series of restrictions of go to the store to buy,has significant advantages,and the transparency of the information consumers get from the internet is higher,the method of the payment will get further development in the future.The develop of online booking will drive consumers change the traditional consumption concept,accept online booking,and develop the habit of online booking. Although has several advantages to the traditional consumption mode,the permeability of online travel booking market in our country is still lower compared to the data abroad.To explore how to make use of the development of the new media technology to lead to the development of online travel,guide consumers to adopt and use online travel booking technology is the purpose of this topic.The process of this paper:(1)Pose the question:Based on the literature review of new media and technology acceptance model,online travel booking,put forward the feasibility and necessity to carry out the study of new media features influence online travel booking.(2) Analyze the question:Based on a comprehensive analysis of the literature and discusses the feasibility and necessity of the study,on the basis of the technology acceptance model,adds two variables include perception of interactive and perception of novelty to the model, thus put forward the hypothesis of this article. By recycling questionnaires to get the data,conduct empirical analysis about various factors affecting the use of online travel booking attitude and willingness of using it.(3)Solve the question:Summarizes the research results,discuss new media influence on consumers’online travel booking behavior intention in the conclusion,give suggestions to the online travel companies and the online travel platform,and put forward the lack of the research and follow-up prospects.