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Research on Consumer Behavior in Tourism e-Commerce in the Post-Pandemic Era --Based on the AISAS Model

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DOI: 10.23977/tmte.2022.050204 | Downloads: 15 | Views: 233


Yu Qinghao 1


1 Shenzhen Tourism College, Jinan University, Shenzhen, China

Corresponding Author

Yu Qinghao


The arrival of the post-epidemic era makes online tourism consumption more popular among consumers. On the one hand, consumers’ long-suppressed willingness to travel has contributed to the recovery of the tourism industry; on the other hand, the COVID-19 has prompted consumers to rely more on digital platforms. How to seize the opportunity to improve the platform functions and successfully transform the tourism e-commerce platform has become an important direction for businessmen to think about nowadays. This paper takes China's tourism market as the research background, combines the AISAS model to select predictor variables for each segment of the closed loop of “attention-interest-search-action-share”, and analyzes the data from online research through multiple linear regression. The final results show that travel intention, business visibility, demand fit, public opinion attitude and payment convenience have significant positive effects on consumers’ purchase intention, but sharing interaction will reduce consumers’ purchase intention. As a result, tourism e-commerce platforms should pay attention to word-of-mouth marketing to build brand reputation, optimize product quality to meet customer needs, improve convenience, simplify payment and separate social interaction to return the function to its core.


Post-pandemic era, Tourism e-commerce, Consumer behavior, Aisas model


Yu Qinghao, Research on Consumer Behavior in Tourism e-Commerce in the Post-Pandemic Era--Based on the AISAS Model. Tourism Management and Technology Economy (2022) Vol. 5: 16-23. DOI:


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