Perception Assessment of Graduating University Students about Service Quality of Tourism E-commerce Website:a case study of China CTRIP Website(WWW.CTRIP.COM)

Quality evaluation of E-commerce which was studied from three perspectives,i.e.technological means,investigation of experts,perception of users is one of the important contents of website evaluation research.Setting up model and scales of perceived quality of e-commerce website becomes a hot spot and the forefront of the quality evaluation of e-commerce.It is generally accepted that perceived quality of e-commerce website is the assessment of users on the functions of website meeting their demands and the whole efficiency of websites.Based on the research results of forefathers,the authors launched questionnaires taking www.ctrip.com as an example to university students of tourism management at school,using factor analysis and regression analysis of SPSS12.0,and we set up a regression model of perceived whole service quality of website.At last,online service has the most prominent influence on perceived whole service quality of website,and it is the primary influential variable of perceived quality of website.