A Study About Safety Perception Of Tourists Based On The Network Consumption

Official figures from the China national tourism administration in 2015 showed that 2009-2015, the income has greatly sustained growth trend which are domestic tourism and domestic tourism, the income of more than 32% in 2014 to 2015 on domestic tourism, 4 trillion yuan, at the same time, the domestic situation in 2015 m trips to the world of 120 million, foreign tourism consumption reached $215 billion, and to be the first in the world. The era of mass tourism, tourism and tourists in front of the opportunities and services to be more competition and challenges as the Internet, big data, policy system and the support social. Tourist network to buy the product in the era of mass tourism, based on the importance in the daily life of tourism, tourist demand expanding background, has become a main way of tourism product sales.Consumption based on the network security perception of factors as the breakthrough point, to the tourists as the research object, and construct tourist network consumption model influence on purchase intention of safety awareness and network analysis tourists consumption safety awareness of the influence factors of purchase intention. Draw tourists from the existing related literature research network consumer safety awareness in website information, website security features respectively,consumer individual differences, consumer expectations level, at the same time,including the social demographic characteristics of tourists and network to buy, in this paper, we study the influence of tourists network security perception factors. For security from the perspective of tourists perception questionnaire design and investigation, based on the questionnaire survey data, quantitative safety perception factors and the influence of the network to buy tourist products for tourists, the hypothesis test model correction.This research conclusion is obtained by analysis of tourists consumer network safety awareness of the four main factors website information, website security features,consumer individual differences, consumer expectations level four variables and tourists a positive relationship with network willingness to buy travel products, the higher the website information credibility, website security attributes the stronger, the stronger the ability of individual differences of consumers and consumer safety expectation level is higher, the tourists the safety security awareness, can cause the tourists network higher willingness to buy travel products. Combines the country much starker choices-and graver consequences-in planning requirements to strengthen tourist consumption safety perception factors improve, can promote tourism depth brigade Internet application and operation, leading the production mode of tourism in the tourism industry transformation and organization change and development of network, intelligent,service, coordination of tourism industry in the new form. Consolidate travel network consumer application base, speed up the Internet, tourism integration development in many areas, such as promoting the development of tourism industry chain and management, promote the development of the tourism market.