Author(s)

Xiaoru Chen, Zhou Li^*

Shenzhen Tourism College of Jinan University, Shenzhen, China.

With the rapid progress of social economy, online tourism booking has newly become a highlight for China’s tourism trade and its development. College students, who have abundant disposable time, gradually build up as great tourist forces adept at using network resources. By both literature research and empirical research, this paper explores the factors affecting college students’ online tourism decision-making. By establishing college students’ online tourism booking behavior model based on TAM, and empirically analyzing 161 pieces of data based on SPSS22.0 and PROCESS macro plug-in, the hypotheses and modified model are verified. According to the results, perceived usefulness is still the most important factor in the college students’ online tourism booking behavior model, while perceived ease of use is another essential one. Usage attitude and usage intention are combined into a common factor—“usage attitude and intention” affecting the model; Negative Internet word-of-mouth plays a moderating role in the relationship between perceived usefulness and usage attitude and intention, and perceived usefulness and perceived ease of use together act as an intermediary in the model.

College Students, Online Tourism Booking, Technology Acceptance Model, Internet Word-of-Mouth

Chen, X. and Li, Z. (2020) Research on the Behavior of College Students’ Online Tourism Booking Based on TAM. Journal of Service Science and Management, 13, 28-44. doi: 10.4236/jssm.2020.131003.