摘要
移动互联网的普及使APP成为旅游行业的重要营销途径,旅游APP下载和使用已成为旅游业热点话题。通过文献梳理,以UTAUT模型为基础,构建研究的结构方程。研究结果显示:影响用户使用意愿效果大小依次是促成因素、社群影响、绩效期望和努力期望;绩效期望和努力期望直接影响用户使用意愿;努力期望通过绩效期望间接影响用户使用意愿;社群影响、促成因素直接影响用户的使用意愿;旅游APP易用性显著影响用户使用满意度和忠诚度;感知有用性和感知风险并存,协同正向影响旅游APP使用行为。据此,提出旅游APP未来发展的建议。
With the popularity of mobile Internet in recent years,apps have become an important marketing way of tourism industry. The download and use of tourism apps have become a hot topic of tourism. It has a certain practical significance to study usage intention of tourism apps users. Through literature review,a structural equation model is constructed. The research results show that the effect size of users’ intention to use covers facilitation conditions,social influence,performance expectations and effort expectations. Performance expectations and effort expectations directly affect the usage intention of users; effort expectations indirectly affects the usage intention of users through performance expectations; social influence and facilitation conditions directly affect the usage intention of users;tourism app ease of use significantly affect users’ satisfaction and loyalty; perceived usefulness and perceived risk coexist,synergy positively influences the use behavior of tourism app. At last,this paper puts forward several recommendations to the apps operators for the future development.
出处
《旅游研究》
2017年第2期26-38,共13页
Tourism Research
基金
教育部人文社会科学研究项目"基于情绪感染的网络虚拟体验对旅游意向的作用过程"(15YJC630161)
