UGC类智慧旅游服务平台用户使用行为探究——基于UTAUT模型

Research on User Behavior of Smart Tourism Service Platform in UGC Mode—Based on UTAUT Model

以UTAUT模型为基础,同时结合信任理论与感知风险理论,本文构建UGC类智慧旅游服务平台用户使用行为影响因素的结构方程模型以探究用户的使用行为。选取上海、南京、苏州和杭州四个城市,通过调查问卷收集数据,利用软件AMOS 23.0对结构方程模型进行分析,结果表明:绩效期望、付出期望、社会影响和信任程度对使用意愿有显著正向影响,感知风险对使用意愿有显著负向影响,使用意愿对实际使用行为有显著正向影响;同时,绩效期望在付出期望与使用意愿的关系间起部分中介作用,信任程度在感知风险与使用意愿的关系间起完全中介作用。

Based on the UTAUT model,combined with the theory of trust and perceived risks,a structural equation model for influencing factors of user behavior in using the smart tourism service platform based on the UGC model is constructed to explore the user behavior.Four cities of Shanghai,Nanjing,Suzhou and Hangzhou were selected to collect data through questionnaires,and Amos 23.0 is used to analyze the structural equation model.It is found that performance expectation,effort expectancy,social impact and trust have a significant positive impact on behavior intention,perceived risk has a significant negative impact on behavior intention,and behavior intention has a significant positive impact on actual behavior.At the same time,performance expectation play a partial mediating role in the relationship between effort expectancy and behavior intention,while trust plays a completely mediating role in the relationship between perceived risk and behavior intention.