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In this study, we have a study of the major factors influencing university students’ behavior of consumption on online tourism in Shijiazhuang. The major factors influencing university students’ behavior of consumption on online tourism in Shijiazhuang include personal motivation, attitude, sense of security and satisfaction. The external factors include price, brand and reputation of the online tourism and tourism websites. Some suggestions for network marketing can be drawn from the features of online tourism consumption: website geared for tourists’ needs should be built; have a proper position for the website and establish good relationship with customers; make planning according to the target market and pay attention to the integration between internationalization and localization; introduce new marketing ideas and innovation in the development process to create a professional and high-quality tourism website. Online tourism consumption is a kind of complicated behavior which requires an in-depth study with inter-disciplinary theories and practical research and survey to innovate the theory of consumers’ behavior. However, this study is not systematic and in-depth enough and further study and research are needed in establishing a mechanism model of online tourism consuming behavior.

Study on Major Factors Influencing University Students\' Behavior of Consumption on Online Tourism in Shijiazhuang