地图类旅游APP用户粘性影响因素研究

发布时间：2018-05-03 02:16

本文选题：用户粘性 + 地图类旅游APP　；参考：《西南大学》2017年硕士论文

【摘要】：旅游业作为一项综合性产业,是拉动国民经济增长的重要动力。目前,全球范围内正在经历新一轮的产业与科技革命。其中代表性的互联网产业正在深刻地改变着世界经济发展和人们的生产生活,并为全球旅游业发展带来了全新变革。旅游业与互联网的深度融合发展已经成为不可阻挡的时代潮流,旅游业与互联网的融合催生了众多的互联网产品。随着移动网络的迅速发展与全面覆盖,移动设备端布局已经成为智慧旅游的重要实现途径,搭载在移动设备端的旅游APP也成为“旅游+互联网”发展的重要载体。其中,手机地图APP以其定位、导航、引导等多重优势功能已经成为自助旅游必不可少的旅游APP。“用户粘性”是衡量用户对产品持续使用意愿和忠诚度的重要指标,对于企业形象塑造和产业发展起着关键的作用。在互联网高速发展的当下,各类互联网产品层出不穷,产品更新换代速度极快,用户粘性研究已成为企业关注的焦点。对于地图类旅游APP而言,把握地图类旅游APP用户粘性的影响因素,是实现地图APP企业发展与旅游业智慧化发展的重要实现途径。本研究以旅游者对地图APP的用户粘性为关注点,从旅游者持续使用意愿切入。基于技术接受模型和路径依赖理论,了解旅游者持续使用意愿,构建地图类旅游APP用户粘性理论模型,提出相关假设。采用小组讨论得出的问卷进行预调研,使用SPSS19.0对预调研数据进行探索性因子分析和描述统计分析,删除无效题项,拟定正式调查问卷;通过网络平台和实地调查获取正式问卷样本,并对样本进行统计分析。以样本数据为基础,采用最大似然估计法,使用AMOS21.0进行验证性因子分析。根据假设模型参数估计结果,对模型进行修正,最终得出地图类旅游APP用户粘性的理想模型。根据理想模型的参数估计结果验证原有假设,验证结果表明:(1)技术接受模型和路径依赖理论适用于地图类旅游APP用户粘性影响因素的探讨。(2)持续使用意愿是技术接受影响因素和路径依赖影响因素影响用户粘性的中介变量。(3)感知易用性、感知有用性通过技术满意度对持续使用意愿产生正向的影响作用,且感知易用性的路径系数大于感知有用性路径系数。(4)个人偏好和转换成本对持续使用意愿具有显著的影响作用,个人偏好对其影响作用为负向,转换成本对其影响作用为正向。(5)感知有用性对持续使用意愿不产生直接影响作用。最后,根据假设验证结果,依据社会发展背景和需求,对地图APP企业的技术开发思路提出如下建议:关注地图APP易用性与有用性建设;充分了解旅游者偏好与市场需求;关注自助游市场的地图APP用户粘性行为。
[Abstract]:Tourism as a comprehensive industry, is an important driving force to stimulate the growth of the national economy. At present, the world is experiencing a new round of industrial and technological revolution. The representative Internet industry is profoundly changing the world economy and people's production and life, and has brought new changes to the global tourism development. The deep integration of tourism and the Internet has become an irresistible trend of the times, and the combination of tourism and the Internet has given birth to numerous Internet products. With the rapid development and comprehensive coverage of mobile networks, the layout of mobile devices has become an important way to achieve intelligent tourism, and the tourism APP carried on the mobile devices has become an important carrier of the development of "tourism Internet". Among them, mobile phone map APP has become an indispensable travel app for self-service travel with its many advantages such as positioning, navigation, guidance and so on. "user stickiness" is an important index to measure the user's willingness and loyalty to the continuous use of the product, and plays a key role in shaping the enterprise image and developing the industry. With the rapid development of the Internet, various kinds of Internet products emerge in endlessly, the speed of product upgrading is very fast, and the research of user stickiness has become the focus of enterprises. For map tourism APP, it is an important way to realize map APP enterprise development and tourism industry wisdom development to grasp the influencing factors of map tourism APP user stickiness. This study focuses on the user stickiness of tourists to map APP. Based on the technology acceptance model and the path dependence theory, this paper studies the tourists' willingness to use continuously, constructs the APP user stickiness theory model of map tourism, and puts forward the relevant assumptions. Using the questionnaire of the group discussion to carry on the preliminary investigation, using the SPSS19.0 to carry on the exploratory factor analysis and the description statistical analysis to the pre-survey data, delete the invalid item, draw up the formal questionnaire; Through the network platform and field survey to obtain the formal questionnaire samples, and statistical analysis of the samples. Based on the sample data, the method of maximum likelihood estimation and AMOS21.0 are used for confirmatory factor analysis. According to the estimation results of the assumed model parameters, the model is modified, and finally, the ideal model of map tourism APP user stickiness is obtained. According to the parameter estimation results of the ideal model, the original hypothesis is verified. The results show that the technology acceptance model and path dependence theory are applicable to the impact factors of map tourism APP users' stickiness. 2) the willingness to continue using is the influence factor of technology acceptance and path dependence. Sex mediating variable. 3) perceived ease of use, Perceived usefulness has a positive effect on the willingness to use continuously through technical satisfaction. Moreover, the path coefficient of perceived usability is greater than that of perceived usefulness path. 4) personal preference and conversion cost have a significant effect on the willingness to use continuously, and personal preference has a negative effect on it. The effect of conversion cost on it is positive. 5) perceived usefulness has no direct effect on the intention of sustainable use. Finally, according to the hypothesis verification result, according to the social development background and demand, the paper puts forward the following suggestions to map APP enterprise's technological development: pay attention to the construction of map APP usability and usefulness, fully understand tourists' preference and market demand; Pay attention to the map APP user stickiness behavior in the self-visiting market.
【学位授予单位】：西南大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F592;F49;F274

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