An Empirical Study on Users' Online Payment Behavior of Tourism Website

Nowadays, users' demands for tourism consumption continue to upgrade, more and more consumers complete the reservation of air tickets and hotels through online payment. Referring to previous researches, this paper established the users' online payment behavior intention model based on Unified Theory of Acceptance and Use of Technology (UTAUT) and put forward corresponding hypotheses. Then we adopt correlation analysis to investigate the factors affecting users' satisfaction and continuance intention of purchasing tourism products and services via online payment, which include perceived security, performance expectancy, convenient conditions, trust and so on. Then we further determine the extent to which each factor plays a role by multiple linear regression analysis.