Based on SOR model，the online tourism purchase willingness driving model was constructed.The structural equation was used to empirically analyze the mechanism of the influence of the driving factors of online tourism consumption on the purchase intention，and the mediating effect of perceived value and perceived risk was discussed in depth.The research shows that (1) price concessions，website service quality and online reviews have a significantly positive impact on consumers’ willingness for online purchase of travel.Perceived value has a significantly positive impact on consumers’ willingness for online purchase of travel，but perceived risk is significantly negative，among which perceived value plays a major role in acting mechanism of the online purchase willingness of the travel.(2) Perceived value and perceived risk play a mediating role in the mechanism of price concessions，website service quality and online comments affecting purchase intention.