Research On The Strategy Of Improving The Service Quality Of Tourism Mobile Ecommerce Based On User's Perception

With the rapid development of information technology,mobile e-commerce has gradually become a substitute for traditional electronic commerce.The integration of mobile electronic commerce and tourism industry has accelerated the production of mobile e-commerce.For the tourism industry,tourists are no longer satisfied with the single travel with the group,due to changes in the environment and the development of technology,and the user's personalized demand,many factors objective require tourism mobile e-commerce enterprises to provide perfect service,only meet the needs of users that the enterprise can better compete for survival.It is of great theoretical and practical significance to study the influencing model of tourism mobile e-commerce service quality based on the user's perception,and to explore the strategy of improving the quality of mobile e-commerce service.This paper takes the tourism mobile e-commerce website as the research object,starting from the connotation of tourism mobile e-commerce service and the user perception,confirm influence factors and dimensions of user perception on tourism mobile e-commerce service and analyze the internal mechanism and influence path of user perception on tourism mobile e-commerce service.This paper focuses on the internal mechanism and the influence path of user perception on tourism mobile e-commerce service.Secondly,construct the model of tourism mobile e-commerce service quality,using questionnaire method to analyze the model,and test the influence between the users' perception of the five dimensions of user interface,information quality,interactivity,convenience,personalization and tourism mobile e-commerce service quality and customer satisfaction and the effect size.According to the influence coefficient of the five dimension in the model,the user perception is divided into core factors,keyfactors and protection factors.Finally,the paper puts forward the corresponding strategies to improve the service quality of tourism e-commerce website from the dimensions of the user's perception,and select the L travel network for case analysis.The results of this study can not only help tourism mobile e-commerce website to evaluate and improve its service quality,but also can help improve the management standards of tourism mobile e-commerce industry,and provide scientific basis for the development of tourism industry.