基于互动性视角的旅游APP用户持续使用意愿研究

Research on Tourism APP User's willingness in Continual Use Based on the Inter-active Perspective

依据"刺激—机体—反应"范式,从互动性视角出发,探讨互动性对旅游APP用户持续使用意愿的影响机制。采用问卷调查法,收集有效问卷348份,运用结构方程模型对假设模型进行实证检验。研究发现:预期互动性对满意度和持续使用意愿均没有直接的影响,但是会通过感知互动性和信任间接影响满意度和持续使用意愿;感知互动性对满意度和持续使用意愿有显著的直接影响,并且会通过感知有用性和信任间接影响满意度和持续使用意愿;预期互动性和感知互动性对信任有直接的正向影响。基于此,建议运营商应该根据用户的需求,增强旅游APP的互动性体验,同时把握好用户感知有用性和信任的水平,以确保互动性对用户持续使用意愿产生的是积极影响,而非消极作用。

Based on Stimulation-Organ-Reaction mode,this thesis probes into the mechanism for effect of inter-activeness on willingness in continual use by Tourism APP users.In the thesis,the total amount of valid questionaires is 348 and structural equation model was used to give empirical test for hypothetical mode.According to the research,anticipated inter-activeness has no direct effect on users'contentment and continual use but will has effect on them by perceiving inter-activeness and reliability.Perceiving inter-activeness has noticeably direct effect on contentment and willingness in continual use,and can through perceiving usefulness and reliability pose indirect effect on them,anticipated and perceiving inter-activeness pose directly positive effect on reliability.Based on the conclusion,this thesis suggest operators should strengthen users'interactive experience for tourism APP to accommodate to their demands and meanwhile,have a good control of the level for perceiving usefulness and reliability by user's to ensure that inter-activeness has a positive effect on users'willingness in continual use.