Purpose: While tourism e-commerce develops rapidly in China, these channels are truly new
to both web providers and web consumers, understanding the nature of these media attaches
greater importance. This study investigates the mediation effects of flow experience on the
relationship between motivation and behavior intention in tourism e-commerce.
Design/methodology/approach: Based on the technology acceptance model, an empirical
study is designed to test this relationship. We estimated the measurement model with 13
manifest indicators and 4 latent constructs by CFA to assess the reliability and validity of the
construct measures, then tested hypotheses by OLS regression and a formal three-step
mediation procedure.
Findings: Overall, the results reveal that trust is incorporated in motivation and play it’s role
together with other motivations; telepresence and concentration are confirmed in flow
experience, and both partially mediated the relationship.
Research limitations/implications: This study demonstrates that to improve consumers’
usage adoption, marketers should pay much attention to not only consumers’ motivation but
also the areas such as flow experiencePeer Reviewe