Influence factors of undergraduates' perception to service quality of tourism E-commerce website: a case study of CTRIP

摘要

This paper establishes the conceptual model on perception evaluation of tourism E-commerce website, frames a new investigation scale based on WEBQUAL scale and sets up following hypothesis: fist, there is a significant difference between the expectation and actual perception (H1); The personal attribute has a significant influence on actual perception(H2);component dimensions of website quality system have a significant influence on its perception evaluation (H3). Then the paper launches questionnaires to undergraduates majoring tourism management in Hubei university with taking www.CTRIP.com as an example, and gets four conclusions with the aid of SPSS11.5: (1) hypothesis H1 is correct, which reflects