大学生旅游APP持续使用意愿的影响因素——以携程为例

Influencing Factors of College Students'Willingness Continuance Use of Tourism APP——Taking Ctrip APP as an Example

移动互联网应用的普及和各旅游APP间的竞争加剧,如何留住用户并形成路径依赖显得尤为重要。大学生是旅游的爱好者,也是使用旅游APP的重要群体,然而目前对大学生群体旅游APP持续使用意愿有待进一步深入研究。通过基于大学生群体,以携程APP为例,对ECM-ISC扩展模型进行了扩展并做了实证分析。结果表明,在大学生群体中感知有用性、主观规范、满意度对持续使用意愿有影响,而感知风险、感知易用性影响不显著,并根据研究结论,提出了促进大学生持续使用旅游APP的建议。

With the popularity of mobile Internet applications and the intensifying competition among tourism APP,how to retain users and form a habit of continuous use is particularly important.College students are tourism lovers and important groups using tourism APP.However,there is still insufficient research on the persistent use intention of tourism APP among college students.Based on the college students,this paper takes Ctrip APP as an example to expand the ECM-ISC extended model and empirically analyzed.The results show that perceived usefulness,subjective norms and satisfaction of college students have an impact on the willingness to use continuously,while perceived risk and perceived ease of use have no significant impact.Based on the research findings,suggestions are put forward to promote the sustainable use of tourism APP by college students.