Predicting Internet Usage for Travel Bookings in China

Businesses around the world face the challenge of identifying, attracting and retaining customers in the cybermarket, as well as converting lookers to bookers. Most of the consumer behaviour research has been conducted for European and American on-line segments. As these markets approach on-line maturity, marketers seek new and emerging markets to expand their offering. China is one of these markets, due to its population and economic growth. However, studies about Chinese eCustomers seem to be very limited. This paper aims to identify the determinants of booking travel on-line in China. A predictive model was developed by utilising binary logistic regression analysis. This research quantified the effects of identified predictors. Its results reaffirmed innovation diffusion theory, theory of reasoned actions and theory of planned behaviour.