摘要
旅游App间的激烈竞争不断升级。如何提高旅游App用户粘性与购买意向是企业亟须解决的重要问题。文章以"信念→态度→行为"为框架,综合运用互动性理论与流体验理论,构建旅游App互动性影响用户粘性与购买意向的路径模型。采用问卷调查法,收集211份有效样本,执行偏最小二乘估计法,研究发现:预期互动性会正向影响感知互动性,但对用户满意没有直接影响;感知互动性不仅会直接影响而且还会通过流体验间接作用于用户满意;流体验和用户满意不仅会直接影响而且还会通过用户粘性间接影响购买意向;感知互动性和流体验对用户粘性与购买意向影响的总效应都很强。在理论上,发展了旅游App使用行为理论,丰富了互动性理论的应用范围;在实践上,提出时刻关注用户对互动性的预期与着力强化旅游App互动性体验两点建议。
With the development of mobile Internet technology and the global popularization of smart phones, more and more people are beginning to use mobile phone tourism Apps to obtain travel information, share their travel experiences, and buy tourism products. The current research within China and abroad analyzes why people adopt and use tourism Apps based on the theory of planned behavior and the technology acceptance model. However, existing research does not address what drives users to continue to use tourism Apps, or even what motivates them to buy the products recommended by these Apps. Previous studies have shown that there are two types of interactivity used in customer-facing travel products; that is, expected interactivity and perceived interaetivity. A large number of studies have pointed out that websites＇ perceived interactivity can positively affect customer reuse intention and purchase intention. From these studies, we determined that we can explore the impact of expected and perceived interactivity on the user stickiness and purchase intention of tourism Apps in the context of interactivity. Further, we chose flow experience as a key mediation variable, because it has a strong explanatory power for behavioral variables such as stickiness. Using this background and within the framework of ＂beliefs--~attitudes--~behavior＂, this paper chose tourism Apps as the research object, utilized interactivity theory and flow theory, and developed the path model of ＂expected and perceived interactivity---~flow experience and user satisfaction--~user stickiness and purchase intention＂. A questionnaire survey was used to collect 211 valid samples, and then the partial least squares estimation was performed. The results revealed that expected interactivity does not directly affect user satisfaction, but all other path relationships are significant at the 0.001 level. In particular, expected interactivity has a positive effect on perceived interactivity, but has no direct effect on user satisfaction. Perceived
出处
《旅游学刊》
CSSCI
北大核心
2017年第6期109-118,共10页
Tourism Tribune
基金
中国博士后科学基金项目"社交媒体互动对品牌资产影响研究:基于准社会交往理论"(2015T80216)
教育部人文社会科学研究基金项目"在线品牌社区社会惰化的形成机制研究"(16YJC630166)资助~~
关键词
旅游App
预期互动性
感知互动性
流体验
用户粘性
tourism App
expected interactivity
perceived interactivity
flow experience
user stickiness
