移动互联网用户继续使用意愿研究——基于自助游者的视角

The Study on Continuance Intention of Mobile-Internet :Based on Independent Travel

文章站在自助游者的角度,以信息系统用户继续使用模型为基础,通过文献综述、专家咨询和问卷调研,研究影响自助游者继续使用移动互联网意愿的因素。基于数理统计分析、结构方程模型等方法,经过分析和检验得到了具有理论与实践价值的研究结论:需要一致性显著地正向影响感知有用性、感知娱乐性、感知易用性和感知成本,期望一致性显著地正向影响感知有用性和感知成本;感知有用性、感知易用性、感知娱乐性、感知成本和用户满意均对继续使用意愿存在显著的正向影响,其中,感知有用性的影响作用最大。

The rapid development of mobile internet is one of the most remarkable phenomena in the field of information communication in the 21st century. As people increasingly prefer personalized travel, more and more tourists are using mobile internet to support their tourism activities. However, few tourists have experience of using mobile internet while traveling and the diverse requirements of tourists are poorly catered to. Therefore, many scholars and entrepreneurs are interested in how to understand users＇ psychological needs and behavioral characteristics, transform potential demand into actual demand, and promote the popularity of mobile internet travelservices. With a focus on ECM-IT（ Expectation-Confirmation Model in the context of IT ） , this paper uses literature review, expert interviews and questionnaire surveys to study key influences on continuance intention for mobile internet from a tourist perspective. Based on statistical analysis and a structural equation model, this study obtains several findings with both theoretical and practical value. First, desires congruency significantly and positively affects perceived usefulness, perceived ease of use, perceived enjoyment and perceived cost. Second, expectations congruency significantly and positively affects perceived usefulness and perceived cost. Perceived usefulness, perceived ease of use, perceived enjoyment, perceived cost and satisfaction are all positively associated with continuance intention, with perceived usefulness having the most significant association. This study obtains several findings with both theoretical and practical value： 1. Desires congruency significantly and positively affects perceived usefulness, perceived ease of use, perceived enjoyment and perceived cost. Expectations congruency significantly and positively affects perceived usefulness and perceived cost. 2. Perceived usefulness, perceived enjoyment and perceived cost moderate the relationship between desires congruency and satisfaction. Perceived usefulness and perceived cost moderate the relationship between expectations congruency and satisfaction. 3. Perceived usefulness, perceived ease of use, perceived enjoyment, perceived cost and satisfaction are all positively associated with continuance intention, with perceived usefulness having the most significant association. 4. Perceived risk does not significantly influence satisfaction and continuance intention, differing from previous studies. In the era of 3G, mobile internet represents the direction and development trend of information and communication technology in the 21 st century, and has great potential for the development of the tourism industry. Providing tourists with travel services via smart phones is of increasing interest to mobile operators and tourism entrepreneurs, with potential offerings including mobile travel services and location-based services. On the other hand, the online consumption behaviors of tourists is an important area of international consumer behavior research in the 21st century, but research on user continuance intention remains in its infancy. Therefore, this paper focuses on the continuance intention of independent travelers to use mobile internet travel services, an area of practical significance.