旅游电子商务成熟度对在线旅游预订意向的影响——以携程旅行网为例

A Mechanism Study on the Impact of Tourism E-commerce Maturity on the E-travel Booking Intention: As a Case with Ctrip

旅游服务商为了抢夺市场份额,纷纷投资进行技术改造和产品扩张,促进旅游电子商务不断走向成熟。近年来,IT管理的成熟度理论开始应用于旅游电子商务领域,旅游在线预订及其影响因素研究也日渐增长。但是在学术界,旅游电子商务成熟度对在线旅游预订意向的影响研究却十分少见。文章以携程旅行网为例,基于文献研究提出相关概念模型,运用探索性因子分析及结构方程模型,探讨旅游电子商务成熟度对在线旅游预订意向的影响机制。确认旅游电子商务成熟度的4个维度均正向影响顾客信任,但交易机制对顾客信任的效用最大,其次是信息质量;4个维度中,顾客为中心、服务响应正向影响顾客的积极态度,以服务响应对积极态度的效用最大;旅游电子商务成熟度的4个维度通过顾客信任和积极态度这两个中介变量影响在线旅游预订意向,且顾客信任和积极态度是完全中介效用,统计意义上,顾客信任对积极态度没有显著影响。

Recently, e-commerce has been widely adopted in the tourism industry because of its unique characteristics of online shopping convenience, time efficient, and low cost. The fast development of tourism e-commerce indicates the emergence of a new business model. As an information intensive and dependent industry, the tourism industry has a natural adaptability for e-commerce, which makes the tourism e-commerce become one of the first industries that adopt e-commerce. Currently, the e-travel reservation market is in the early stage, and the tourism products have been gradually integrated to the daily lives of consumers. With the optimization of online reservation channels and means, e-travel reservation market will come to a new period to grow rapidly. Many e-travel service providers have invested in the technology and product innovations to make their e-commerce continue to mature. What＇ s the relation between the tourism e-commerce maturity and e-travel reservation intention？ It has become an urgent problem for the e-travel service providers to understand the influential mechanism between them. With regard to the above problems, this paper adopts the methods of literature review and questionnaire survey. Firstly, the researchers reviewed, analyzed, compared and summarized existing literature on the tourism e-commerce maturity and e-travel reservation intention. Secondly, the researchers used Ctrip as the main object of study, set up a measurement scale on tourism e-commerce maturity, and built up a conceptual model. Two variables, customer trust and positive attitude, were used to measure tourism e-commerce maturity from the perspective of the customer perception and to investigate the relationship between tourism e-commerce maturity and e-travel reservation intention. Finally, the researchers used a survey to collect information on the reservation intention, and tested the basic assumptions using statistical analyses such as exploratory factor analysis,SEM, and coefficient analysis, the purpose is to provide suggestions for the e-travel service providers to improve their e-travel service. The empirical results showed that： （1） Tourism e-commerce maturity is an important factor for e-travel reservation intention, and the effect is achieved through customer trust and positive attitude, which have a positive effect on the reservation intention. （2） The four dimensions of tourism e-commerce maturity, customer-centric, transaction mechanism, service response, and information quality have a positive influence on customer trust. Transaction mechanism is the most influential dimension among the four, followed by the information quality. （3） Among the four dimensions of tourism e-commerce maturity, both customer-centric and service response have a positive influence on the positive attitude of the customer. Service response is the most influential one. Transaction mechanism and information quality have no statistical significant influence on the positive attitude. （4） Customer trust and positive attitude have a positive impact on e-travel reservation intention. The four dimensions of tourism e-commerce maturity affect the e-travel reservation intention through two mediator variables-customer trust and positive attitude. Additionally, customer trust and positive attitude are just two mediator variables. There is no direct causal link between customer trust and positive attitude. Based on the statistical analysis, customer trust has no significant effect on positive attitude. In summary, the research has practical significance, and provides suggestions for the e-travel service providers.