Influence Factors of Undergraduates' Perception to Service Quality of Tourism E-Commerce Website: A Case Study of CTRIP(www.ctrip.com)

This paper establishes the conceptual model on perception evaluation of tourism E-commerce website, frames a new investigation scale based on WEBQUAL scale and sets up following hypothesis: first, there is a significant difference between the expectation and actual perception (HI); The personal attribute has a significant influence on actual perception(H2);component dimensions of website quality system have a significant influence on its perception evaluation (H3).Then the paper launches questionnaires to undergraduates majoring tourism management in Hubei university with taking www.CTRIP.com as an example, and gets four conclusions with the aid of SPSS11.5: (1) hypothesis HI is correct, which reflects undergraduates have higher expectation to website service quality, but have lower actual evaluation and satisfaction to CTRIP; (2)Such individual factors as undergraduates' sex, member's attributes and network- using circumstance etc. make almost no significant influence on actual perception of CTRIP, so the hypothesis H2 isn't true; (3) information and business service quality factors but system management factors have strong positive correlation with the holistic quality of website, so hypothesis H3 is partly certificated.