An Empirical Research on E-Commerce Applied to Surveying the Internet Travelers of China's Tourism

As is known to all, e-customers and e-shopping are very popular European and American, while they are very little in China. China, however, has a large number of potential e-customers because of so many people. In addition, it is shown that the number of Chinese e-customers is rising rapidly. Therefore, this paper conducted for markets to survey the on-line customers to complete the research. In order to adapt to the e-commerce and tourism which is developing rapidly in China and to understanding of Chinese Internet travelers, the survey of on-line customers is required. This paper investigates features of the outcome of this on-line segment which attracted 851 responses, by which this paper tried to establish segmental information and identify influential factors of e-customers and e-shopping. By the survey, it shows that the on-line customers who are in the age group of 31-40 and those who live in the Siming of Xiamen are most likely to book travel on-line. Furthermore, type of travel website most visited, length of time using the Internet, domain-specific innovativeness and perception of the internet are key factors of becoming potential bookers.