Influential Factors of Internet Users Booking Online in China’s Domestic Tourism 使用互联网在线预订的影响因素—以中国国内旅游 为例 LI LI DIMITRIOS BUHALIS Based on empirical data, this article reports factors that influence Chinese Internet users’ purchasing behaviors in the tourism industry. The type of travel website most visited, self-efficacy, domain-specific innovativeness, and perception of the Internet are found to be the significant predictors of Chinese eCustomers. The study affirms the importance of reasoned actions and planned behavior theories and the theory of innovation diffusion in predicting customers’ purchasing behaviors. Managerial implications for Chinese tourism companies are discussed. KEYWORDS. eCommerce, internet, prediction, eCustomer, China 本文以实证数据，报告影响中国旅游业中互联网使用者购买行为的因素。研究 发现，最常浏览的旅游网站类型、自我效能、特定网域的创新以及对互联网的 感知是预测中国电子消费者的重要自变量。本文证实理性行动理论、计划行为 理论和创新扩散理论对预测消费者的购买行为非常重要。最后本文讨论了中国 旅游企业的管理问题。 关键词: 电子商务, 互联网, 预测, 电子消费者, 中国 Introduction The Internet-based technologies have triggered enormous revolutionary changes in the business world, and eCommerce has become increasingly important. As one of the key sectors of eCommerce, eTourism is developing rapidly (Buhalis, 2003; Marcussen, 2004; Sheldon, 1997). Understanding Internet travellers and their adoption of eShopping, thus draws the attention of marketers and researchers. China, an emerging cyber-market, possesses huge potentials of development in eTourism due to its large population and economical burgeoning. However, research Li Li is a Research Student of Faculty of Management and Law at the University of Surrey, Guildford, Surrey GU2 7XH, UK (E-mail: li.li@surrey.ac.uk). Dimitrios Buhalis is Established Chair in Tourism and Deputy Director of the International Centre for Tourism and Hospitality Research at the School of Services Management at Bournemouth University, Talbot Campus, Fern Barrow, Poole, Dorset, BH12 5BB, UK (E-mail: dbuhalis@bournemouth.ac.uk). Journal of China Tourism Research, 4:172–188, 2008 Copyright # 2008 The Haworth Press ISSN: 1938-8160 print / 1937-8179 online DOI: 10.1080/19388160802313761 172