基于TAM的旅游APP持续使用意愿研究

A Research on the Continuance Intention to Use Travel APPs Based on TAM

随着智慧旅游的提出,移动互联网技术的发展,旅游形式逐渐从传统向以互联网为基础的现代在线旅游形式转变,旅游APP如雨后春笋般涌现,其用户规模日益壮大。本研究在考虑内外因素的基础上,整合技术接受模型,以感知有用性、主观规范、信任和满意度为主要因素,构建旅游APP用户持续使用意愿影响结构模型。研究发现:(1)用户对旅游APP感知有用性、信任和满意度对持续使用意愿有直接的正向影响;(2)用户对旅游APP的满意度在感知有用性和持续使用意愿之间起部分中介作用,在信任与持续使用意愿之间起完全中介作用;(3)主观规范对满意度与持续使用意愿和信任与持续使用意愿之间起负向调节作用,对满意度和信任之间的关系起正向调节作用。基于上述结果,文章对旅游APP提出了相应的对策建议。

With the introduction of smart tourism and the development of mobile Internet technology, the tourism has gradually changed from the traditional form to the modern online travel based on the Internet. Travel apps have sprung up and users have grown in size. Based on internal and external factors and technology acceptance model (TAM), the paper establishes a structural equation model of users continuance intention to use travel APPs, including such main factors as the perceptual usefulness, the subjective norms, the trust rank and the satisfaction index, and so on. It is found that:(1) users perceptual usefulness, the trust and satisfaction of travel APPs renders a direct positive impact on the continuance usage intention;(2) the user s satisfaction with travel APPs plays a mediating role partially between the perceived usefulness and the continuance usage intention, and fully between the trust and the continuance usage intention;(3) the subjective norms has a negative regulating effect on the satisfaction and the continuance usage intention, and as well as the trust and the continuance usage intention, though it plays a positive role between the satisfaction and the trust. According to the research results, the paper proposes relevant countermeasures and suggestions for travel APPs.