基于UTAUT模型的旅游信息服务平台用户使用意愿研究

User Willingness of Tourism Information Service Platform Based on UTAUT Model

【目的/意义】旅游信息服务平台是现代旅游发展的关键支撑,研究旅游信息服务平台用户使用意愿与行为及其影响因素,有助于平台运营商不断优化功能、提升服务水平。【方法/过程】基于UTAUT模型,综合考虑信任程度、感知风险、产品或服务权威性等,构建旅游信息服务平台用户使用意愿影响因素的结构方程模型,并以"掌上高铁"为例,设计了用户使用意愿影响因素测量量表,通过发放问卷方式收集数据,利用软件R4.1.0对结构方程模型进行了分析。【结果/结论】数据分析结论显示:付出期望、社会影响、便利条件、信任程度、产品或服务权威性对使用意愿有显著的正向影响,感知风险对使用意愿有显著负向影响,绩效期望和使用意愿对使用行为有显著正向影响。【创新/局限】本文新增了"产品或服务权威性"变量,构建了铁路旅游信息服务平台即"掌上高铁"软件用户使用行为影响因素模型。

【Purpose/significance】Tourism information service platform is the key support for modern tourism development. Studying the use intention, behavior and influencing factors of users of tourism information service platform will help platform operators to continuously optimize functions and improve service level.【Method/process】Based on the UTAUT model and comprehensively considering the degree of trust, perceived risk, product or service authority, the structural equation model of the influencing factors of users’ willingness to use the tourism information service platform is constructed. Taking the "handheld high-speed railway" as an example,the measurement scale of the influencing factors of users’ willingness to use is designed. The data are collected by issuing a questionnaire and using software R4 The structural equation model is analyzed in 1.0.【Result/conclusion】The conclusion of data analysis shows that pay expectation, social impact, convenience, trust and product or service authority have a significant positive impact on use intention, perceived risk has a significant negative impact on use intention, and performance expectation and use intention have a significant positive impact on use behavior.【Innovation/limitation】In the future, it can be further improved in function construction, supplier selection, quality control, advertising, etc. Limited to time and energy, the sample size covered in this study is not large enough,and there is still room for improvement in population segmentation coverage.