An Influence Study on Adopting Will of Tourism Mobile E-commerce by the Perceived Risk and Trust

Abstract

With the rapid development of China's tourism e-commerce and sophisticating mobile technologies, more and more Chinese tourists, with online shopping experience and mobile devices usage, have accepted the this newly emerging mode---tourism mobile e-commerce. However, the perceived risk and lack of trust are still the main factors impeding its growth. By exploratory factor analysis, the perceived risk in this paper is divided into four dimensions, personal risk propensity, product risk, technical risk and environmental risk. With them as the antecedents, a hypothesis model is established among perceived risk, trust and adopting will of tourism mobile e-commerce. It turns out that tourists' per-sonal risk propensity has a positive correlation with product risk, technical risk and environmental risk, while the per-ceived risk has a negative one with trust, through which it indirectly affects the adopting will.