旅游APP用户E-忠诚的影响因素实证研究——以赴青岛游客为例

An Empirical Study of E-loyalty to Tourism App-Taking Qingdao as an Example

面对激烈的旅游竞争市场，怎样才能维持旅游APP用户E-忠诚对运营商来说至关重要。文章以青岛为例，将信任、感知价值、品牌形象、服务质量和满意度五个维度作为旅游APP用户E-忠诚的影响因素，采用调查问卷方法，运用结构方程模型对假设模型进行实证检验。结果表明，信任、感知价值和满意度对旅游APP用户E-忠诚有显著直接正向影响，服务质量和品牌形象对用户E-忠诚有间接影响，并通过满意度对E-忠诚产生正向影响。

Faced with a competitive environment,how to maintain the travel of APP users E-loyalty is essential to the enterprise.Taking the three dimensions of trust,perceived value,brand image,service quality and satisfaction as the influencing factors of E-loyalty of tourism APP users,this paper uses the questionnaire method to test the hypothesis model by using the structural equation model.The results show that trust,perceived value and satisfaction have a direct positive impact on the E-loyalty of travel APP users.The quality of service and brand image have an indirect effect on E-loyalty and have a positive effect on E-loyalty through satisfaction.