摘要
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.
作者
赵娜
肖江南
ZHAO Na;XIAO Jiangnan(Qingdao University, Qingdao 266071, China)