Chinese consumers’ intention to purchase tourism financial products

ABSTRACT With the rapid development of internet finance, building a “tourism + finance” ecosystem is gradually becoming a theme of reform in the tourism industry. In this study, the technology acceptance model (TAM) is used to explore which factors, in addition to perceived usefulness and perceived ease of use, influence consumers’ intentions to purchase tourism financial products. The study conducts a questionnaire survey including basic questions and a Likert scale with 19 indicators covering 5 dimensions. The results are drawn from a structural equation model that supports five out of six proposed hypotheses. The findings suggest that perceived usefulness, perceived ease of use, trust, and perceived risk significantly influence purchase intentions. Additionally, perceived ease of use has a significant impact on perceived usefulness. Suggestions regarding future tourism financial products development are made, and the study’s limitations are discussed.