ABSTRACT With the rapid development of China's tourism e-commerce and sophisticating mobile technologies, more and more Chinese tourists, with online shopping experience and mobile devices usage, have accepted the this newly emerging mode---tourism mobile e-commerce. However, the perceived risk and lack of trust are still the main factors impeding its growth. By exploratory factor analysis, the perceived risk in this paper is divided into four dimensions, personal risk propensity, product risk, technical risk and environmental risk. With them as the antecedents, a hypothesis model is established among perceived risk, trust and adopting will of tourism mobile e-commerce. It turns out that tourists' personal risk propensity has a positive correlation with product risk, technical risk and environmental risk, while the perceived risk has a negative one with trust, through which it indirectly affects the adopting will.
Cite this paper
J. Hu and X. Liu, "An Influence Study on Adopting Will of Tourism Mobile E-commerce by the Perceived Risk and Trust," iBusiness, Vol. 5 No. 1, 2013, pp. 39-42. doi: 10.4236/ib.2013.51B009.
 Guanqing Hu, Chaobin Hu, “Tourism Mobile Serviec-es---Analysis and Forecast,” Special Zone Economy, No. 12, 2009, pp. 149-152.
 Qingfei Min, Shaobo Ji, Decai Meng, “A Study on Trust Factors of Mobile E-commerce Adoption,” Management World, No. 12, 2008, pp. 184-185.
 Xiaohui Du, Lingqiang Zhou, “The Applying Mode and Marketing Incentive in Tour-ism Mobile Business,” Journal of Business Economics, Vol. 177, No.7, 2006, pp. 49-52.
 Runhua Peng, Zhenqing Yang, Li Xiong, “An Empirical Study on Tourism Mobile Commerce Tour-ists’Acceptance——Based on Tourists’ Survey in Gui-lin,” Tourism Tribune, Vol. 24, No.4, 2009, pp. 67-72.
 Gefen D. Straub D. “The Relative Impor-tance of Perceived Ease of Use in its Adoption: a Study of E-commerce Adoption,” Journal of the Association for Information System, No. 8, 2000, pp. 1-28.
 Wu I-L, Chen J-L. “An Extension of Trust and TAM Model with TPB in the Initial Adoption of On-line Tax: an Em-pirical Study,” Int. J, Hum-Computer Studies, Vol. 62, No.6, 2005, pp. 784–808.