数字化背景下体验价值对用户粘性的影响研究——基于旅游App的实证分析

A Study on the Influence of Experience Value on User Stickiness Under the Background of Digitalization:Based on Empirical Analysis of Tourism Apps

以旅游App用户为研究对象,研究用户体验价值的作用机制.采用滚雪球抽样方法,获得504份有效样本,运用SPSS23.0与Amos23.0对样本进行信效度分析、相关分析与结构方程模型分析.研究结果为:(1)用户功能体验价值显著提升用户粘性,而用户情感体验价值并不显著影响用户粘性;(2)用户满意显著提升用户粘性;(3)用户满意在用户功能体验价值与用户粘性关系上起部分中介效应,而在用户情感体验价值与用户粘性关系上起完全中介效应;(4)某一旅游App使用时间是用户功能体验价值与用户粘性关系上的重要调节变量.

Taking tourism App users as the research object,this paper studies the mechanism of user experience value.A total of 504 usable samples were obtained by snowball sampling.SPSS 23.0 and Amos 23.0 were used to conduct reliability and validity analysis,correlation analysis and structural equation model analysis of the samples.The results are as follows:(1)Functional user experience value can significantly improve user stickiness,while user emotional experience value does not significantly affect user stickiness.(2)User satisfaction can significantly improve user stickiness.(3)User satisfaction has a partial mediating effect on the relationship between user functional experience value and user stickiness,while it has a complete mediating effect on the relationship between user emotional experience value and user stickiness.(4)The using time of a certain tourism App is an essential moderator in the relationship between functional experience value and user stickiness.