Abstract: In order to improve the tourism electronic commerce industrialization level,this paper analyzes the factors influencing the purchase of tourism electronic commerce based on the first-hand data from questionnaire survey.The results shows that comprehensive information,security trading,convenient communication and perfect after-sale service constitute the core factors;favorable prices,personalized product,good culture and interactive community are the secondly important factors;and visitors' familiarization with network and their shopping experience play the minimum role.

Key words: tourism electronic commerce, purchase, influencing factors, statistical analysis