经营者使用在线旅游平台的影响因素与作用机理——基于乡村小微旅游企业的调查

The Factors Influencing Operators'Use Intention of Online Tourism Agencies and the Function Mechanism of the Factors:Based on the Research on rural small and micro tourism enterprises

在线旅游平台是乡村小微旅游企业衔接大市场、提高经营绩效的有效途径之一,然而,数字鸿沟的存在影响着经营者对平台的使用态度及意愿。文章基于技术接受模型(TAM)的理论框架,结合政府作用的实际,将影响数字鸿沟的平台属性与政府支持这两个关键因素作为外部变量构建结构方程模型,探究乡村小微旅游企业在线旅游平台使用意愿的影响因素与作用机理。研究发现:(1)政府支持是重要的外部变量;平台属性中的系统质量、交互性与信息质量对感知易用性和有用性的影响存在差异。(2)感知易用性是平台使用意愿作用机理的关键因素。(3)感知有用性、使用态度也会影响平台使用意愿。(4)男性与女性在影响路径上有所不同。研究解释了数字鸿沟对乡村小微旅游企业使用在线旅游平台的影响以及在不同性别之间的差异,提出政策扶持的精准性、人性化的平台设计与服务是弥合数字鸿沟、让乡村小微旅游企业在数字化浪潮下获得平等发展机遇的重要举措。

Online tourism agencies serve as one of the effective ways for rural small and micro tourism enterprises to connect with the market and increase sales performance.However,the existence of the digital divide affects operators'attitudes towards and willingness to use the agencies.Based on the theoretical framework of the technology acceptance model and with the combination of government functions,this study views agency properties affecting the digital divide and government support which are two key factors as external variables to build the structural equation model to explore the influence factors and function mechanism of the intention of rural small and micro tourism enterprises to use online tourism agencies.The findings of the study are as follows:government support is an important external variable;the system quality,interactivity and information quality among agency properties have different impacts on perceived ease of use and perceived usefulness.Perceived ease of use is a key factor of function mechanism for agency use intention.Perceived usefulness and use attitudes also have impacts on the intention to use the agencies.The impact paths of males and females are different.The study explained the impacts of the digital divide on the agency use intention of rural small and micro tourism enterprises and the differences in impacts between male and females.The study put forward that accurate supporting policies as well as user-friendly platform design and services are important measures to bridge the digital divide and provide equal development opportunities for rural small and micro tourism enterprises under the digitization trend.