Empirical study on flow experience in China tourism e-commerce market
Abstract: While tourism
e-commerce develops rapidly in China, these channels are truly new to both web
providers and web consumers, understanding the nature of these media attaches
greater importance. This study investigates the mediation effects of flow
experience on the relationship between motivation and behavior intention in
tourism e-commerce.
Design/methodology/approach: Based on the technology acceptance model, an
empirical study is designed to test this relationship.we estimated the
measurement model with 13 manifest indicators and 4 latent constructs by CFA to
assess the reliability and validity of the construct measures, then tested hypotheses
by OLS regression and a formal three-step mediation procedure.
Findings: Overall, the results reveal that trust is incorporated in
motivation and play it’s role together with other motivations; telepresence and
concentration are confirmed in flow experience, and both partially mediated the
relationship.
Research limitations/implications: This study demonstrates that to
improve consumers’ usage adoption, marketers should pay much attention to not
only consumers’ motivation but also the areas such as flow experience.
Originality/value: This study takes flow experience as a new perspective
to explore china tourism e-commerce, estimates its measurement and tests its
roles between motivation and behavior intention.
Author: Jianling Wang, Meng
Wang, Junyan Wu
Journal Code: jptindustrigg150060
