旅游微信公众号用户持续使用意愿实证研究——基于扩展的ECM-ISC模型  

Empirical study on continuous usage of tourism WeChat public— Based on the extended model of ECM-ISC

作　　者：黄元豪 陈秋华[1] 修新田[1] 王慧[1] 白灵 林春恋 

机构地区：[1]福建农林大学管理学院,福建福州350002

出　　处：《福建农林大学学报（哲学社会科学版）》2017年第6期91-99,共9页Journal of Fujian Agriculture and Forestry University(Philosophy and Social Sciences)

基　　金：福建省财政厅资助项目(闽财指[2013]1566号);福建省社科青年项目(FJ2016C043);福建农林大学科技创新专项基金项目(CXZX2016208;CXZX2016204)

摘　　要：以拓展的ECM-ISC模型为基础,结合旅游微信公众号的特点,引入信息质量、平台质量、服务质量以及用户信息安全等4个新变量,构建旅游微信公众号用户持续使用模型,运用结构方程模型实证分析了用户在旅游微信公众号上的持续使用意愿及行为的内在机理。研究发现,信息质量通过感知有用性正向增强用户持续使用意愿,平台质量与服务质量通过期望确认度经由感知有用性和满意度正向增强持续使用意愿,而持续使用意愿经过用户信息安全负向影响后与用户习惯一起正向决定持续使用行为的发生。研究补充了旅游微信公众号持续使用意愿相关研究的不足,基于此,从信息、平台、服务的质量角度以及用户习惯和信息安全的保障等角度提出了相应对策。Based on the extended model of the ECM-ISC,combining the characteristics of the tourism WeChat public,this paper conducts four new variables including platform quality,service quality and user information security to build the model of continuous usage of tourism WeChat public. Structural equation model（ SEM） is used to analyze the internal mechanism of the user＇ s willingness and behavior on the WeChat public. The result shows that information quality will enhance the user wishes through the perceived usefulness. Based on the expectation confirmation,the platform and service quality will enhance continuance intention positively through perceived usefulness and satisfaction. After impacting negatively by the user＇s information security,the continuous usage of intention have positively influence on continuous usage behavior with the user＇s habit. The study enriches the research of continuous usage of tourism WeChat public and based on this,this paper proposes some suggestions from the perspectives of information,platform,service quality,user＇s habits and the security of information security.

关 键 词：旅游微信 ECM-ISC模型 持续使用意愿 结构方程模型 

分 类 号：F592.6[经济管理—旅游管理]