Research on Constraint Factors of Group Purchasing Tourism Products Online

摘要

The purpose of the paper is to research the constraint factors of group purchasing tourism products online in the new electronic marketing channel. The scale of constraint factors of group purchasing online was developed, and the questionnaire method was used in the study. The result shows that the constraint factors of group purchasing tourism products online include four dimensions, and the website information and perceived risk are the main obstacle factors for the tourism product's group purchasing online. There are different impacts on the constraint factors for the partial demographic and group purchasing habit factors. The website of group purchasing tourism products should take the corresponding measures according to the constraint factors to improve the consumers' intention of tourism product group purchasing online.