旅游移动电子商务用户采纳意愿的影响因素

Factors Influencing User Adoption of E-tourism Service

通过文献调查构建旅游移动电子商务用户采纳意愿影响因素模型,并利用SPSS软件对模型进行检验和修正,以识别关键影响因素。在数据收集过程中选取有使用经验的用户以面谈方式完成问卷调查,从而提高问卷数据的参考性。研究表明:旅游移动电子商务平台的信息质量、感知价值(含感知有用性与感知易用性)和感知风险对用户采纳意愿有显著影响。前置变量个人特质显著影响用户对信息质量、服务价值和风险的感知。旅游电商企业可以通过保障用户隐私,提高系统安全性以降低用户感知风险;简化服务流程,注重情境相关业务;提高网站信息质量等途径提升用户的服务感知价值,增强用户的采纳意愿。

An influence factor model of user adoption of E-tourism service was constructed in this paper basedon questionnaire data from well-selected experienced users and SPSS used to verify and modify the model. Theresults show that the quality of information , perceived value including perceived usefulness and perceived easeof use, and perceived risk of the E-tourism platform have significant effects on user adoption. The individualcharacteristics have significant effect on perceived quality of information , perceived value and perceived risk.E-Tourism enterprises can lower perceived risk by protecting user privacy and improving the security of thesystem, and enhance perceived value by simplifying the service process , developing related business range , andimproving the quality of information , so as to promote user adoption of E-tourism service.