基于自助游游客视角的旅游移动应用接受行为影响因素研究

发布时间：2018-12-15 03:10

【摘要】：当前移动智能设备的飞速发展正加速改变着人们的生活方式。而专门为移动智能设备研发的应用程序结合移动智能设备的传感器和移动互联网服务,极大的方便了人们获取各类服务。旅游业作为传统的信息密集产业在这股浪潮中也发生着翻天覆地的变化,与之相对应的旅游移动应用能够为使用者提供旅游全程的支持。然而这一领域的竞争也是非常残酷的,一款应用能否被更多的用户接受已经成为了应用开发者关注的核心。因此,本文选取自助游用户这一经常使用旅游移动应用的群体为研究对象,以期发现影响用户接受和使用旅游移动应用的影响因素。本研究以整合技术接受模型为主要理论基础,结合感知互动理论,感知风险理论首先确定影响旅游移动应用行为意愿的六个维度,然后通过实证研究等社会科学研究方法的综合运用,梳理了感知有用性、感知易用性、感知互动性、主观规范、支持条件、感知风险对于使用意愿和实际行为之间的逻辑关系。通过对研究数据的分析,本研究得出以下主要结论：1、感知有用、感知易用、感知互动、主观规范对使行为意愿产生显著的正向影响,2、感知有用和支持条件直接对实际行为产生正向影响。3、行为意愿对感知易用、感知互动、主观规范对实际行为起完全中介作用4、行为意愿对感知有用对实际行为起部分中介作用,感知风险对行为意愿和实际行为没有相关性。
[Abstract]:At present, the rapid development of mobile intelligent devices is accelerating to change people's way of life. And the application program specially developed for mobile intelligent device combines the sensor of mobile intelligent device and mobile Internet service, which greatly facilitates people to obtain all kinds of services. Tourism, as a traditional information-intensive industry, is also undergoing tremendous changes in this wave, and the corresponding mobile tourism application can provide users with the support of the whole travel process. However, the competition in this field is also very cruel. Whether an app can be accepted by more users has become the core concern of application developers. Therefore, this paper selects the self-visiting users, who often use tourism mobile applications, as the research object, in order to find out the factors that affect the users' acceptance and use of tourism mobile applications. Based on the integrated technology acceptance model and the cognitive interaction theory, this study first determines the six dimensions that affect the behavior intention of tourism mobile application. Then through the comprehensive application of social science research methods such as empirical research, this paper combs the logical relationship between perceived usefulness, perceived usability, perceived interactivity, subjective norms, support conditions, perceived risk to use willingness and actual behavior. Based on the analysis of the data, the main conclusions are as follows: 1. Perceived usefulness, perceived ease of use, perceived interaction, and subjective norms have significant positive effects on behavioral willingness. Perceived usefulness and support conditions have a direct positive impact on actual behavior. 3. Behavior intention is easy to use for perception, perceived interaction, subjective norms play a complete intermediary role in actual behavior. Behavioral intention plays a part intermediary role in perceived usefulness, while perceived risk has no correlation with behavioral will and actual behavior.
【学位授予单位】：浙江大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F590;TP311.56

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