| With the rapid development of the Internet and the growing demand of domestic tourists,China has emerged a large number of excellent online travel agents(hereinafter referred to as OTA platform),which have changed the traditional tourism market pattern.However,after the initial stage,OTA platforms start to introduce a wide range of services to solve the problems produced by high cost of user access,low customer loyalty caused by serious homogeneity of the market,of which credit travel is one of the most compelling new service.The service allows visitors to enjoy the travel products in advance,and then pay back the money in installment.On one hand,this could solve the issues that tourists' shortage of money and time and their incompatibility.On the other hand,OTA platform could find new profit points and create new tourism ecosystem system.Thus,the promotion of credit travel become the focus of our attention.Through the research on consumer credit and tourism consumption,this study finds that relative few research is conducted on the purchasing intention of nondurable goods,represented by tourism products,let alone studies on public's willingness to adopt OTA platform's credit travel business.Therefore,based on the theory of perceived value,features of OTA platform and users' personal characteristics,this paper constructs a conceptual model of factors influencing tourists' intention on using credit travel service provided by OTA platforms and puts forward the corresponding hypothesis.12 experimental scenarios are established and 273 valid questionnaires are collected during the empirical study.The reliability test,validity test,model fitting and path analysis of the data are carried out by using AMOS and SPSS22.0.The final result shows that tourists' perceived values are affected by transaction costs,payment security,financial risk,privacy risk,facilitating conditions,operation convenience and consumption incentive system through their gains and losses perception.Thereinto,transaction costs has negative impact while payment security,facilitating conditions,operation convenience and,consumption incentive system has positive impact on perceiving gains,which promotes tourists' intention of using credit travel service.Transaction costs,financial risks and privacy risk has positive affect on perceiving losses,which hinders tourists' intention of using credit travel service.In the meantime,visitors' compatibility of consumption habits adjusts their negative perception on losses,which means that visitors who are not used to travel by loan get more negative impacts.Also,gender,age,education background,monthly disposable income and credit experience make important effects on consumers' perceiving gains and losses to influence their willingness to use credit.Based on the empirical results,this study puts forward feasible suggestions for OTA platforms of their credit travel service promotion.For example,OTA platforms should support mainstream third-party payment for repayment,combine the automated answering system with artificial customer service,introduce a refund mechanism to improve user experience,reduce the perceived price of visitors by using relative pricing method,use the lightweight operation guidelines and provide rate calculate tools to increase operational convenience.Meanwhile,consumer incentives system should not be "a face job" so as to improve its effectiveness.In addition,OTA platforms should adopt step toll system to charge the overdue costs and provide loan-reminding mechanism to reduce tourists' financial risk.Based on previous research on consumer credit and credit travel,the paper comes up with a concept model of factors influencing tourists' intention on using credit travel service provided by OTA platforms combining with the characteristics of OTA platforms,and perceived value theory.In the end of this thesis,some valuable conclusions and practical proposals are given based on the results of empirical research of OTA platforms. |
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