移动设备在旅游移动信息服务中的用户接受行为实证研究

An Empirical Study on Users Acceptance Behavior about Using Mobile Device in Tourism Mobile Information Service

本文在理论分析和对特定游客群体(上海市大学生旅游者)进行深度访谈的基础上,构建了移动设备用户接受行为模型,通过实证调研的方法对所提出的结构方程模型进行了验证,并剖析了影响特定游客使用移动设备用于旅行的因素。结果表明,感知有用性、感知易用性、先前的旅游体验与游客满意度之间存在显著的正向影响,它们和使用意愿、使用行为等变量共同影响着游客忠诚度。最后,基于实证结果,对未来移动设备在旅游移动信息服务中的应用以及如何提升游客满意度与忠诚度提出了相关的建议。

Based on the theoretical analysis and inter- views with typical tourists（university students from Shang- hai）, the paper constructs Mobile Device Users Acceptance Behavior Model,and tests SEM by using the method of em- pirical survey, and also discusses the factors which affect typical tourists using Mobile Device. It is shown that there is a dramatic positive relationship between the variables, such as perceived usefulness.perceived ease of use.prior trip expe- rience and tourist satisfaction, and these variables determine tourist loyalty with using willingness and using behavior to- gether. Finally, some corresponding suggestions are offered to develop the application of mobile device in tourism mobile information service and improve tourist satisfaction and loy- alty in accordance with the conclusions of empirical research.