Education, Science, Technology, Innovation and Life
Open Access
Sign In

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

Download as PDF

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

Author(s)

Yu Qinghao 1

Affiliation(s)

1 Shenzhen Tourism College, Jinan University, Shenzhen, China

Corresponding Author

Yu Qinghao

ABSTRACT

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.

KEYWORDS

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

CITE THIS PAPER

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: http://dx.doi.org/10.23977/tmte.2022.050204.

REFERENCES

[1] Xue LinLin,Shen ChingCheng,Morrison Alastair M.,Kuo LiWen. Online Tourist Behavior of the Net Generation: An Empirical Analysis in Taiwan Based on the AISAS Model[J]. Sustainability,2021,13(5):
[2] iReserch. The 2021 China Online Travel Industry Research Report [R]. iReserch.cn: iReserch.com, 2021.
[3] iReserch. China Online Travel Platform User Insight Research Report, 2021 [R]. iReserch.cn: iReserch.com, 2021.
[4] Ji Huanhuan, Liu Ju. A comparative study of guided collocation strategies of community collocation e-commerce based on AISAS consumer behavior model[J].China Circulation Economy,2021(20):22-24.DOI:10.16834/j.cnki.issn1009-5292.2021.20.006.
[5] Shi Tingting. The influence of KOL marketing model on consumers’ purchase decision--based on AISAS theory [J]. Market Weekly,2021,34(03):97-99.
[6] Shen Weili,Dong Jiani. Analysis of dual channels of online tourism based on consumer behavior theory--Ctrip as an example[J]. Journal of Yangzhou University(Humanities and Social Sciences Edition),2018,22(06):113-119.DOI:10.19411/j.cnki.1007-7030.2018.06.014.
[7] Tang, Liqiong. Factors influencing the marketing performance of e-commerce social platforms-consideration in the framework of AISAS model [J]. Journal of Commercial Economics,2021(19):76-79.
[8] Wang Mengqian. Research on tourism consumer behavior based on AISAS model in non-optimal areas of tourism resources[D]. Shenyang Normal University,2020.DOI:10.27328/d.cnki.gshsc.2020.000279.
[9] Wang Zhi. Research on consumer avoidance behavior of social tourism APP based on S-O-R theory [D]. Shandong University of Finance and Economics,2018.
[10] Ye Chao. Research on the webcasting strategy of tourist attractions based on AISAS model [J]. Modern Business,2020(23):47-48.DOI:10.14097/j.cnki.5392/2020.23.021.
[11] You Xuyun. Research on the influence of live tourism on travelers' purchase intention based on S-O-R theory [D]. Beijing Jiaotong University,2021.

Downloads: 699
Visits: 44161

All published work is licensed under a Creative Commons Attribution 4.0 International License.

Copyright © 2016 - 2031 Clausius Scientific Press Inc. All Rights Reserved.