Study on Customer Acceptance Behavior of Tourism e-Commerce Platform Based on Utaut Model

Authors

  • Pengpeng Feng

Abstract

With the popularity of the Internet, tourism e-commerce has become the inevitable trend of the
transformation of traditional tourism into “smart tourism“. However, the proportion of online scale of
tourism e-commerce in the total scale of tourism industry in China is still relatively small, which shows that
the degree of customer acceptance of tourism e-commerce in China is still very low. According to the
current situation of tourism e-commerce websites industry in China, taking UTAUT model as the research
framework, combined with consumers' attitudes towards the Internet, this paper constructs a customer
acceptance behavior model of tourism e-commerce in China, to study the relationship among six variables.

Published

2020-03-31

Issue

Section

Articles