共享经济下移动旅游APP用户接受行为研究

发布时间：2018-06-13 22:30

本文选题：共享经济 + 旅游APP　；参考：《西安科技大学》2017年硕士论文

【摘要】：随着共享经济的发展,越来越多的人开始接受共享模式,并通过共享方式来满足工作生活各方面的需求,APP成为发展共享经济的重要平台。然而在“大众创业,万众创新”的共享时代,共享模式不仅是机遇,也对原有的消费模式和用户行为产生强烈冲击。随着共享经济的发展,用户对移动旅游APP的接受行为必然发生改变。本文通过对共享经济、移动旅游服务和用户接受行为的文献资料整理分析,在UTAUT模型的基础上,结合共享经济和移动旅游APP的特性,增加个体创新性、感知信任和感知安全三个因素,共同构建共享旅游APP用户接受行为模型。本文运用资料分析法、问卷调查法以及实证分析法,对样本数据进行分析和验证,用方差分析、结构方程模型,验证模型中的假设关系。研究结果表明:理论模型中各变量对共享旅游APP的使用意愿与使用行为有直接或间接的影响。其中,用户的性别、年龄特征对共享旅游APP接受行为的影响不大,受教育程度,特别是初中及以下受教育水平的用户对共享旅游APP的接受行为影响显著;此外,绩效期望、努力期望、社会影响、感知安全、感知信任对用户使用共享旅游APP的意愿有显著影响;促进因素不仅影响共享旅游APP用户使用行为,而且影响用户使用共享旅游APP的努力期望;个体创新正向影响努力期望和感知信任,对绩效期望的影响不显著;努力期望对绩效期望的影响不显著;感知安全正向影响感知信任,使用意愿对使用行为影响显著。最后,根据研究结论对共享旅游APP发展提出建议。
[Abstract]:With the development of sharing economy, more and more people begin to accept the sharing mode, and through sharing to meet the needs of all aspects of work and life, app has become an important platform for the development of shared economy. However, in the sharing era of "mass entrepreneurship and innovation", sharing mode is not only an opportunity, but also has a strong impact on the original consumption mode and user behavior. With the development of sharing economy, the acceptance behavior of mobile tourism app is bound to change. Based on the UTAUT model and the characteristics of sharing economy and mobile tourism app, this paper analyzes the literature of sharing economy, mobile tourism service and user acceptance behavior. Three factors, perceived trust and perceived security, are used to construct the shared tourism app user acceptance behavior model. In this paper, data analysis, questionnaire survey and empirical analysis are used to analyze and verify the sample data, using variance analysis, structural equation model, and verification of the hypothetical relationship in the model. The results show that the variables in the theoretical model have a direct or indirect effect on the willingness and behavior to use the app. Among them, the gender and age characteristics of users have little effect on the acceptance behavior of app, and the educational level, especially those with junior middle school and below education level, have a significant effect on the acceptance behavior of app. In addition, the performance expectation is significant. Efforts to expect, social impact, perceived security, perceived trust have a significant impact on users' willingness to use the app, promoting factors not only affect the users' behavior of using the app, but also affect the expectation of the users' efforts to use the app. Individual innovation positively affects effort expectation and perceived trust, but has no significant impact on performance expectation; effort expectation has no significant impact on performance expectation; perceived security positively affects perceived trust, and use intention has a significant impact on use behavior. Finally, according to the conclusion of the study, some suggestions on the development of app for shared tourism are put forward.
【学位授予单位】：西安科技大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F592

【参考文献】