旅游移动商务游客接受实证研究--基于对桂林游客的调查

An Empirical Study on Tourism Mobile Commerce Tourists' Acceptance——Based on Tourists' Survey in Guilin

本文在理论分析和对典型游客访谈的基础上构建了旅游移动商务的游客接受模型,并通过实证调查的方法对接受模型进行了验证。研究发现,认知的有用性、认知的易用性、游客自我感知和游客风险感知都是影响游客接受旅游移动商务服务的重要因素,情景感知仅仅通过显著正向影响游客的认知易用性而影响游客使用意愿,风险感知则直接显著正向影响游客对旅游移动商务的使用意愿,而游客自我感知对游客的认知有用性和游客使用意愿都影响显著。最后,根据实证总结了研究结论,并对我国旅游移动商务发展提出相应的建议。

The paper, based on the theoretical analysis and interviews with typical tourists, constructs tourism mobile commerce tourists acceptance model and tests the model by using the method of empirical survey. The study finds that perceived ease of use, perceived usefulness, self-perception and sense of risks on the part of tourists are all important factors that affect the tourists to accept tourism mobile commerce service. Situational perception has positive effect on tourists＇ willingness to use through their perception of ease of use. Perceived risk has directly positive effect on their willingness to use tourism mobile commerce. And tourists＇ self-perception has significant impact on their perceived usefulness and willingness to use. Finally, some corresponding suggestions are offered to develop China＇ s tourism mobile commerce in accordance with the conclusions of empirical research.