移动电子商务下旅游APP的持续使用行为研究  

Tourists' Long-term Use of Tourism APP in the Context of Mobile Ecommerce: A Behavioral Study

作　　者：董志文[1] 张瑞 王冠[1] 

机构地区：[1]中国海洋大学管理学院,山东青岛266100

出　　处：《无锡商业职业技术学院学报》2017年第5期54-61,共8页Journal of Wuxi Vocational Institute of Commerce

摘　　要：随着移动设备广泛使用,对消费者来说在移动设备上使用APP已经成为习惯,尤其是旅游类APP为旅游者的出游带来极大的方便。如何提高用户的忠诚度和满意度,让用户持续使用旅游APP成为各大在线旅行商亟待解决的问题。文章构建了一个有调节的中介模型,并利用SPSS和Amos对构建的结构方程模型进行分析。结果发现旅游APP用户的感知有用性和感知娱乐性对使用意图的直接效应与间接效应均显著;社会影响对旅游APP用户满意度与使用意图之间关系的调节效应显著,而对使用意图与使用行为之间关系的调节效应不显著。建议旅游APP开发运营商应该专注于旅游APP本身,通过提升旅游APP的趣味性和产品实用性来提高旅游者满意度,培养忠诚用户,使旅游者持续使用自己的产品。With the rapid increase of mobile devices, consumers take to using APPs on those devices for they,especially tourism APPs, bring consumers much convenience. How to enhance user loyalty and satisfaction and how to ensure that users keep using the tourism APPs are the great concern of online travel agencies and providers. This paper establishes a moderated mediation model and analyzes the structural equation model by means of SPSS and Amos. The results are as follows： user perceived usefulness and perceived enjoyment of tourism APPs are significantly correlated to the direct and indirect effect of user intention; social influence of tourism APPs presents a significant moderating effect on the relation between user satisfaction and user intention, but an insignificant moderating effect on the relation between user intention and user behavior. The paper suggests that tourism APP developers should focus on their product itself, and enhance tourist satisfaction and foster user loyalty by improving perceived usefulness and enjoyment, which can cause tourists to use their products persistently.

关 键 词：旅游APP 中介和调节 社会影响 使用行为 

分 类 号：F590.82[经济管理—旅游管理]