智慧旅游背景下自驾游客对旅游APP的持续使用意愿研究

Research on Self-drive Tourists'Continuous Use Intention of Travel APP in the Context of Smart Tourism

在智慧旅游和自驾游成为趋势的背景下,自驾游客对于旅游APP的持续性使用意愿变得越来越重要。基于技术接受模型,通过问卷调研,采用结构方程模型探究自驾游客对旅游APP的持续性使用意愿影响因素以及转换成本的调节作用,采用模糊集定性比较分析法分析其形成路径。研究发现,自驾游客的感知有用性、感知易用性和感知有趣性影响其满意度进而影响对旅游APP的持续性使用意愿,转换成本调节了满意度与持续性使用意愿之间的关系;持续性使用意愿的形成是有多种因素联动的结果,有4条路径可以达到高持续性使用意愿和5条路径达到非高持续性使用意愿。自驾游客对旅游APP的高持续性使用意愿的形成是多因素联动作用的结果,其中感知有用性、感知有趣性和感知易用性是形成持续性使用意愿的核心因素。

Under the background of smart tourism and self-driving tour becoming a trend,the willingness of self-driving tourists to sustain the use of tourism APP becomes more and more important.Based on the technology acceptance model,through the questionnaire survey,structural equation modeling is used to explore the influencing factors of self-driving tourists'persistent willingness to use tourism APPs and the moderating role of switching costs,and fuzzy set qualitative comparative analysis is used to analyze its formation path.It is found that self-driving tourists'perceived usefulness,perceived ease of use and perceived fun affect their satisfaction and then affect their willingness to use tourism APPs,and conversion cost regulates the relationship between satisfaction and willingness to use tourism APPs;the formation of willingness to use tourism APPs is the result of the linkage of various factors,and there are four paths to achieve high willingness to use tourism APPs and five paths to achieve non-high willingness to use tourism APPs.The formation of high persistent willingness to use travel apps by self-driving tourists is the result of the linkage of multiple factors,among which perceived usefulness,perceived interestingness and perceived ease of use are the core factors for the formation of persistent willingness to use.