智慧旅游背景下旅游APP的持续性使用意愿研究  

An Empirical Examination of Continuance Intention of Tourism APP:Based on the Context of Smart Tourism

作　　者：潘澜[1,2] 林璧属[1] 方敏[2] 陈梅[3] 

机构地区：[1]厦门大学管理学院,福建厦门361005 [2]浙江旅游职业学院酒店管理系,浙江杭州311231 [3]阿姆斯特丹自由大学空间经济系

出　　处：《旅游学刊》2016年第11期65-73,共9页Tourism Tribune

基　　金：国家旅游局规划面上项目立项"基于扎根理论的休闲农庄游客体验研究:以浙江省为分析案例"(16TAAG020);杭州市哲学社会科学规划常规性立项课题"智慧旅游APP持续性使用意愿的研究--以杭州本地APP为例"(G16JC016)资助~~

摘　　要：智慧旅游成为旅游业发展的新途径,而旅游APP则是实现智慧旅游的重要工具之一,如何让旅游者采纳并持续使用旅游APP是智慧旅游发展的关键所在。文章共收集有效问卷544份,运用结构方程模型(SEM)对假设模型进行实证检验。研究结果表明:服务质量、信任、满意度和感知有用性均对旅游者的持续性使用意愿有显著的正向影响,其中,服务质量的影响最大。转换成本在感知有用性、信任和满意度与持续性使用意愿的关系中起到正向的调节作用。该研究填补了关于旅游APP持续性使用意愿相关研究的不足。同时,文章建议移动旅游运营商相比于打价格战,更应该专注于旅游APP本身,通过提升服务质量、顾客满意度和产品实用性以及建立良好的品牌认知度,来提高旅游者使用黏性、培养忠诚用户,使整体移动旅游市场朝着健康有序的方向发展。With the development of the tourism industry,smart tourism,which aims to cater to the individual needs of tourists and offers high quality services to reach a high user satisfaction level,has been one of the development directions in the tourism market.Meanwhile,the popularity of mobile devices and application programs（apps） has highlighted the potential of the mobile tourism market.As a result,most tourism service providers aim to create their own tourism apps and attract tourists to install these apps on their smart phones.Attracting tourists to use these apps is difficult for these providers.On the one hand,to gain new customers requires huge costs（including marketing costs and so on）.On the other hand,the app market competition in this field is fierce.A lot of homogeneous apps have flooded the market to seek share,which has resulted in tourists lingering between different apps without loyalty.Therefore,we ask： Which factors regarding app design impact use intention and loyalty the most？Prior research in the field of tourism apps has focused on the pre- adoption behaviors of tourists,while a small amount has explored the post-adoption behavior of customers. Maintaining the loyalty of customers is of crucial importance to tourism service providers. Therefore, it is vital to understand the factors that affect the continued use by tourists of travel apps.This paper aims to analyze the factors that influence the continued use of tourism apps in the context of smart tourism. On the basis of reviewing the literature, we made research hypothesis H1 to H12, and chose service quality, trust, satisfaction and perceived usefulness as the four main independent variables and take switching cost as the moderator in the research model. To validate the model, we designed several questions measuring tourists＇ attitude to the usage of a tourism app. We collected data by sending out questionnaires to users and 544 valid questionnaires were sent back. First we tested the reliability and validity of the data. Then we

关 键 词：旅游APP 持续性使用意愿 转换成本 

分 类 号：F592.6[经济管理—旅游管理]