The Experience of Internet Information Search on Tourism: The Effects of Involvement, Trust and Flow on Behavioral Intensions

In order to understand the involvement, trust, flow experiences, and their interaction effects on further behavioral intentions of visitors who search tourism information on web environment; hence, this study adopts the “involvement” and “trust” as the antecedent variables, “flow” as mediated variable, “behavioral intentions” as the effect variable, and then the integrated linear structure model is constructed for exploration their interaction effects.

The structural questionnaire is used to test the constructed model; the visitors who visited Penghu are selected as the study samples, the judgment sampling is used as well. The SPSS and SAS CALIS software are used to be the analysis tools for testing the reliability, validity and hypothesis. On the basis of the research results, ample and concrete managerial suggestions and references are offered to related tourism industry for helping their communication decisions making.