效价视域下购票渠道使用转移的意愿因素研究

Intention Factors Influencing Consumers' Ticket Purchasing Usage Transfer Behavioral under the Perspective of Valence Framework

移动智能终端设备的普及和互联网技术的广泛应用给传统客票业务的渠道管理带来了巨大的改变,电子客票业务的推广不仅有利于提高票务服务商的工作效率,降低运营成本,提高客户购票便利性,而且是建设资源节约型、环境友好型社会的重要举措。近年来,越来越多的票务服务商在保持原有线下购票服务的同时,也开辟了线上购票服务,但研究表明,大量的用户依然倾向于使用线下渠道。因此,聚集客票系统为研究对象,探讨双渠道环境下影响用户从线下到线上使用转移的意愿因素,以效价理论的研究框架为切入点,提出考虑双渠道环境下影响使用转移的意愿因素研究模型。以中国应用最为广泛的火车票务服务为研究对象,对410位火车票用户进行数据收集与分析,结果显示,转移使用时除了路径依赖、感知风险、感知相对优势以及自我效能等因素,均对用户使用意愿有显著影响。

The popularity of mobile intelligent devices and wild usage of internet technology has brought great change to the channel management of traditional ticket business .E - tickets service can enhance the efficiency of ticket service providers ,save more operation cost and provide more convenience . E-tickets service also contributes to the environment protection and plays a significant role in sustainable development .In recent years ,more and more ticket service providers offer both offline and online services to consumers simultaneously , but customers are preferable to use offline services rather than online services through many researches .In this paper ,we focus on exploring the factors influencing customers usage transfer behavioral intention in bi - channel environment and using the valence framework to construct research model .Choosing train ticket services as research object ,by using survey data collected from 410 train tickets users ,the results indicate that path dependence has no significant effect on intention to usage transfer but perceived risk ,perceived relative advantage and self -efficacy have significant effect on intention to usage transfer .