考虑出行者心理需求的旅游出行服务使用意向研究

Behavioral Intention to Use Tourism Mobility Service Incorporating Traveler Psychological Needs

为了研究出行者对旅游出行服务的使用意向,基于出行即服务(mobility as a service, MaaS)环境考虑心理需求构建了服务接受模型(service acceptance model, SAM)。通过网络问卷调查方法获取MaaS影响因素的主观评价数据,基于结构方程模型检验了SAM的假设及其内部一致性、可靠性、收敛效度和判别效度。结果表明:感知有用性对出行者使用意向的正向影响最大,感知易用性次之,而感知风险呈负向作用;感知有用性和感知易用性影响出行者的习惯模式一致性,进而间接影响出行者使用意向;心理需求满足对使用意向具有重要作用,出行者的自主性、能力、关联性及利他性等心理需求因素影响感知有用性、感知易用性和感知风险,进而间接影响出行者使用意向;SAM可有效地描述旅游出行服务使用意向,并为异质性出行者在制定精细化、差异化策略时提供支持。

To discuss travelers􀆳behavioral intention to use tourism mobility service under mobility-as-a-service(MaaS)environment,a service acceptance model(SAM)considering psychological needs was proposed.The subjective evaluation data of influencing factors on MaaS were collected by an online questionnaire survey,and the internal consistency,reliability,convergence validity and discriminant validity as well as the assumptions of SAM were tested by structural equation model.The results indicate that the perceived usefulness has the greatest positive impact on travelers􀆳intention to use MaaS,followed by the perceived ease of use,while the perceived risk has a significant negative effect.The perceived usefulness and perceived ease of use affect the consistency of travelers􀆳habitual patterns,thereby indirectly affecting their intention to use them.The satisfaction of travelers􀆳psychological needs plays an important role in their behavioral intention to use MaaS.The psychological needs of travelers,such as autonomy,ability,relevance,and altruism,affect the perceived usefulness,the perceived ease of use and the perceived risk,thereby indirectly affecting travelers􀆳intention to use MaaS.SAM can effectively describe the intention to use tourism mobility service and provide support for developing refined and differentiated strategies for heterogeneous travelers.