从“观望者”到“购买者”——中国旅游电子商务消费者购买决策行为探析

本文从研究7个独立变量集入手,确定并测量了影响中国电子商务消费者在线购买旅游产品消费行为的决定因素;证实了一些理论和以往的这类研究,并提供了有关抽样"观望者"的全面信息资料;也揭示了"缓冲作用"在中国旅游电子商务领域的功能.研究发现,重要的预测因素有:访问最多的旅游网页类型、自我效能、特定领域创新和网络知觉.

From "Onlooker" to "Buyer"——Predicting Online Tourism Purchasing Intentions in China

While consumers around the world migrate from traditional distribution channels to the Internet and electronic intermediaries,businesses face the challenge of identifying,attracting and retaining customers in the cybermarket,as well as converting lookers to bookers.As a new and emerging marketspace,China's eCommerce operates differently,thus knowledge and in-depth information about Chinese eCustomers is required.This paper incorporates innovation diffusion,reasoned actions and planned behaviour theories to ...