旅游App用户粘性与购买意向:互动性视角

Tourism App User Stickiness and Purchase Intention from the Perspective of Interactivity

旅游App间的激烈竞争不断升级。如何提高旅游App用户粘性与购买意向是企业亟须解决的重要问题。文章以"信念→态度→行为"为框架,综合运用互动性理论与流体验理论,构建旅游App互动性影响用户粘性与购买意向的路径模型。采用问卷调查法,收集211份有效样本,执行偏最小二乘估计法,研究发现:预期互动性会正向影响感知互动性,但对用户满意没有直接影响;感知互动性不仅会直接影响而且还会通过流体验间接作用于用户满意;流体验和用户满意不仅会直接影响而且还会通过用户粘性间接影响购买意向;感知互动性和流体验对用户粘性与购买意向影响的总效应都很强。在理论上,发展了旅游App使用行为理论,丰富了互动性理论的应用范围;在实践上,提出时刻关注用户对互动性的预期与着力强化旅游App互动性体验两点建议。

With the development of mobile Internet technology and the global popularization of smart phones, more and more people are beginning to use mobile phone tourism Apps to obtain travel information, share their travel experiences, and buy tourism products. The current research within China and abroad analyzes why people adopt and use tourism Apps based on the theory of planned behavior and the technology acceptance model. However, existing research does not address what drives users to continue to use tourism Apps, or even what motivates them to buy the products recommended by these Apps. Previous studies have shown that there are two types of interactivity used in customer-facing travel products; that is, expected interactivity and perceived interaetivity. A large number of studies have pointed out that websites＇ perceived interactivity can positively affect customer reuse intention and purchase intention. From these studies, we determined that we can explore the impact of expected and perceived interactivity on the user stickiness and purchase intention of tourism Apps in the context of interactivity. Further, we chose flow experience as a key mediation variable, because it has a strong explanatory power for behavioral variables such as stickiness. Using this background and within the framework of ＂beliefs--~attitudes--~behavior＂, this paper chose tourism Apps as the research object, utilized interactivity theory and flow theory, and developed the path model of ＂expected and perceived interactivity---~flow experience and user satisfaction--~user stickiness and purchase intention＂. A questionnaire survey was used to collect 211 valid samples, and then the partial least squares estimation was performed. The results revealed that expected interactivity does not directly affect user satisfaction, but all other path relationships are significant at the 0.001 level. In particular, expected interactivity has a positive effect on perceived interactivity, but has no direct effect on user satisfaction. Perceived interactivity directly affects user satisfaction and also has an indirect effect on customer satisfaction via flow experience. In terms of flow experience, it and user satisfaction not only directly influence purchase intention, but also have an indirect effect on purchase intention via user stickiness. The total effects of perceived interactivity and flow experience on user stickiness and purchase intention are all strong. In addition, expected interactivity has a direct effect on user satisfaction, because the two opposing mechanisms （expectation disconfirmation and consistency principle） exist at the same time and their intensities are nearly equal; thus, their effects offset each other. In summary, the results of this study not only promote the development of tourism App usage behavior theory, but also enrich the theory of expected and perceived interactivity. In addition, there are two practical applications of the study results： first, when marketers establish a tourism App promotional plan, they can correctly understand the level of expected interactivity without excessively raising user expectations. Second, designers must create an optimal tourism App design that includes improving the user＇s interactive experience and eventually drawing them into the flow experience state.