The rapid development of the Internet brings out social media, and the birth and development of social media have great influences on the tourism industry, its application runs through the tourist's purchase behavior. In view of the present study about social media and tourist purchase behavior mainly focusing on practical aspect and marketing strategy, few on the mechanism of social media on consumer behavior of tourists, this paper focuses on the mechanism of social media on tourist consumption behavior, takes college undergraduates in Guangdong as the research object, uses empirical research to explore the impact pattern of social media exert on consumer intention to purchase. The results show that, the usefulness and sociability of the social media influence dependence of the social media positively. The usefulness of the social media also has a positive correlation with the perceived value. The dependence of social media and perceived value have positive impact on tourists purchase intention. Finally, this paper suggests that enterprises choose social media of high degree of usefulness when using social media for the marketing of their tourism products and pay attention to the two-way communication with tourists rather than one-way propaganda.%互联网的高速发展催生社会化媒体，给旅游业带来不可忽视的影响，它的应用贯穿于旅游者的旅游购买行为的各个阶段。鉴于现阶段已有的关于社会化媒体以及旅游者的旅游购买行为的相关研究多为营销对策研究，较少涉及社会化媒体影响旅游者购买行为的作用机制研究，本文则针对此方面，使用实证研究的方法来探究社会化媒体对旅游者购买意愿的影响因素。结果表明，社会化媒体的有用性和社区性与社会化媒体的依赖性成正相关关系，社会化媒体的有用性同时还与感知价值成正相关关系；而感知价值及社会化媒体的依赖性则正向影响旅游者的购买意愿。本文最后建议企业在利用社会化媒体对其旅游产品进行营销时，选择有用性程度高的社会化媒体作为宣传，并且注重与旅游者的双向的沟通而不是单向的宣传。
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