基于创新扩散模型的旅游APP用户接受行为研究

发布时间：2018-03-25 16:30

本文选题：创新扩散模型　切入点：用户使用意愿　出处：《电子科技大学》2017年硕士论文

【摘要】：移动互联网的发展改变了人们的生活方式和行为习惯,同时也对旅游电子商务带来了新的发展机遇。旅游APP已经渗透到旅游消费者旅行过程的方方面面,因此对旅游APP用户使用意愿影响因素的研究十分必要。本文基于技术接受模型、创新扩散模型和软件质量模型建立旅游APP用户使用意愿模型。该模型分别包含了APP的特点、用户认知及感知的过程和用户对新技术的使用意愿,同时对以往模型进行了整合和扩展,确保模型完整性,提升对用户使用意愿的解释程度。本文通过问卷调查来收集数据,样本为成都著名旅游景区的游客。历时五个月,共获得问卷804份有效问卷。结果表明,测量模型的拟合度较高,信度、聚合效度和区别效度表现良好;结构模型拟合程度较高,大部分假设得到验证。相对优势正向影响卷入度,相容性正向影响卷入度和态度,复杂性负向影响卷入度和态度,社会交互性正向影响卷入度,UI美观性正向影响卷入度和态度。卷入度正向影响态度和用户使用意愿,态度正向影响用户使用意愿。本文得出以下结论和管理建议:本文建立了旅游APP用户使用意愿模型,模型解释水平为0.44,整体来说模型解释水平较好。通过实证研究得到了旅游APP用户使用意愿影响因素,研究结果表明相对优势、相容性、复杂性、社会交互性和UI美观性都是旅游APP用户使用意愿的影响因素。相对优势对卷入度的路径系数最大,是消费者使用意愿的一个重要影响因素。运营人员可以在应用商店的商品描述、屏幕截图和应用程序预览向用户传达旅游APP的相对优势。本文将社会交互性和UI美观性的研究扩展到了旅游APP用户使用意愿的研究中,丰富了对社会交互性和UI美观性的研究。
[Abstract]:The development of mobile Internet has changed people's life style and behavior habits, and has also brought new development opportunities to tourism e-commerce. Tourism APP has permeated all aspects of travel process of tourism consumers. Therefore, it is very necessary to study the factors that affect the user's intention to use tourism APP. Based on the technology acceptance model, innovation diffusion model and software quality model, this paper establishes the tourism APP user's willingness to use model. The model includes the characteristics of APP, respectively. The process of user cognition and perception and the user's willingness to use the new technology, and the integration and expansion of the previous models to ensure the integrity of the model and enhance the interpretation of the user's willingness to use. A total of 804 valid questionnaires were obtained for five months. The results showed that the fitting degree, reliability, aggregation validity and distinguishing validity of the measuring model were good, and the fitting degree of the structural model was high. Most of the hypotheses have been verified. Relative advantage positively affects involvement degree, compatibility positively affects involvement degree and attitude, complexity negatively affects involvement degree and attitude, Social interaction positively affects involvement degree and attitude. Involvement degree positively affects attitude and user's willingness to use. This paper draws the following conclusions and management suggestions: this paper establishes a model of the user's willingness to use tourism APP. The model interpretation level is 0.44, and the model interpretation level is good on the whole. Through the empirical research, we get the factors that affect the user's willingness to use tourism APP, and the results show that the relative advantage, compatibility, complexity, and so on. Social interaction and UI aesthetics are the influencing factors of APP users' willingness to use. Is an important factor in the consumer's willingness to use. The operator can describe the product in the application store, Screen capture and application preview convey the relative advantages of tourism APP to users. This paper extends the study of social interaction and UI aesthetics to the study of users' willingness to use tourism APP, which enriches the research on social interaction and UI aesthetics.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F592.6;F49

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