旅游电子商务APP用户持续使用意向测度研究

发布时间：2018-04-14 03:14

本文选题：旅游电子商务APP + 持续使用意向　；参考：《哈尔滨理工大学》2017年硕士论文

【摘要】：在日益激烈的旅游移动电子商务市场环境中,消费者日趋理性化,旅游移动电商企业“价格战”虽然引发了庞大的用户下载量,但其后用户频繁的卸载现象也引人关注。部分APP的技术质量、隐私安全、售后服务等诸多方面受到用户的质疑,为用户持续使用意向的提升带来了隐患。对旅游电子商务APP用户持续使用意向进行测度,是旅游移动电商企业有针对性的改善与用户群体之间的关系,提升企业竞争力的需要。因此,对旅游移动电子商务企业APP用户持续使用意向及其影响因素进行量化处理及科学测度,明确制约企业APP用户持续使用意向提升的主要因素,并采取相应的措施进行改进,对旅游电子商务APP企业以及旅游移动电商市场的发展具有深远意义。首先,对旅游电子商务APP的内涵进行明确的解释,并分析其特征;在此基础上,进一步分析旅游电子商务APP用户持续使用意向的影响因素,提出相关的研究假设。其次,设计调查问卷,通过线上和线下发放调查问卷相结合的方式收集样本数据。通过信度分析和效度分析对调查问卷及样本数据进行可靠性与有效性检验。通过结构方程模型对旅游电子商务APP用户持续使用意向影响因素的相关假设进行检验,并对检验结论进行分析。然后,根据结构方程得到的实证结果,提炼主要影响因素。基于得到的主要影响因素与指标体系构建原则,构建旅游电子商务APP用户持续使用意向测度指标体系。通过比较几种常用的综合评价方法,最终选择使用结构方程与模糊综合评价相结合的方法构建旅游电子商务APP用户持续使用意向测度模型。最后,基于上文建立的旅游电子商务APP用户持续使用意愿测度模型对携程旅行APP进行用户持续使用意向进行案例研究,最终得出携程旅行APP用户持续使用意向的等级隶属度以及各个主要指标的评分,并对携程旅行APP提升用户持续使用意向的提升提出相应的建议。
[Abstract]:In the increasingly fierce environment of tourism mobile e-commerce market, consumers are becoming more and more rational. Although the "price war" of tourism mobile e-commerce enterprises has triggered a huge number of users' downloads, the frequent uninstall phenomenon of users has also attracted attention.Some aspects of APP, such as technical quality, privacy security, after-sales service and so on, are questioned by users.It is necessary for tourism mobile e-commerce enterprises to improve the relationship with user groups and enhance the competitiveness of tourism e-commerce APP users.Therefore, the paper quantifies and scientifically measures the sustainable use intention and its influencing factors of APP users in tourism mobile electronic commerce enterprises, clarifies the main factors restricting the promotion of APP users' sustainable use intention, and takes corresponding measures to improve it.It is of great significance to the development of tourism e-commerce APP enterprises and tourism mobile e-commerce market.First of all, the connotation of tourism electronic commerce (APP) is explained clearly, and its characteristics are analyzed. On this basis, the influencing factors of APP users' sustainable use intention are further analyzed, and the relevant research hypotheses are put forward.Secondly, the questionnaire is designed to collect sample data through the combination of online and offline questionnaires.The reliability and validity of the questionnaire and sample data were tested by reliability analysis and validity analysis.The structural equation model is used to test the hypothesis of influencing factors of APP users' intention of sustainable use in tourism electronic commerce, and the conclusion of the test is analyzed.Then, according to the empirical results obtained from the structural equation, the main influencing factors are refined.Based on the main influencing factors and the principle of constructing index system, this paper constructs the index system of APP users' intention of sustainable use in tourism electronic commerce.By comparing several commonly used comprehensive evaluation methods, we choose the method of combining structural equation with fuzzy comprehensive evaluation to construct the APP user sustainable use intention measurement model of tourism electronic commerce.Finally, based on the tourism e-commerce APP users' sustainable use intention measurement model, a case study of Ctrip travel APP users' sustainable use intention is carried out.Finally, we get the grade membership degree of APP users' intention to use continuously and the score of each main index, and put forward the corresponding suggestions on how to enhance the users' intention to use continuously by Ctrip APP.
【学位授予单位】：哈尔滨理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F274;F592

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