Abstract

Based on empirical data, this article, reports factors that influence Chinese Internet users' purchasing behaviours 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 behaviours. Managerial implications for Chinese tourism companies are discussed