基于DTPB模型的旅游APP用户接受行为研究

发布时间：2018-01-09 21:53

本文关键词：基于DTPB模型的旅游APP用户接受行为研究　出处：《东华大学》2017年硕士论文　论文类型：学位论文

【摘要】：移动时代的来临为在线旅游提供了新的发展契机。一方面,智能终端等移动技术的发展为旅游企业的服务供给和市场营销提供了强有力的沟通平台;另一方面,移动旅游服务作为新兴的服务模式正极大地改变着旅游者的旅行方式与出行体验。无论是在线旅游企业还是传统旅游企业,都纷纷开发了自身的移动端服务平台,这一领域的竞争也日趋激烈。目前,国内外有关移动旅游服务用户接受行为的研究已逐渐成为热点,但国内有关旅游APP的研究仍处于起步阶段,在研究内容和研究工具上仍较为局限,需要进行更多有意义的探索和更近一步的了解。基于此,本研究尝试从技术接受角度出发,探究旅游者对于旅游APP的用户接受行为。本文首先回顾了国内外有关移动旅游服务和用户接受理论的相关研究,针对旅游APP的特性与使用情境,对Taylor和Todd所提出的DTPB模型进行了修正,构建了旅游APP的用户接受行为模型,并提出相关研究假设。在实证研究中,运用问卷调查法以及数据统计分析法,借助SPSS和AMOS软件进行数据分析与假设验证。结果表明,感知愉悦对态度具有积极影响作用,证实了旅游者对于旅游APP既有效用需求,也有享乐需求,弥补了前人研究中的DTPB模型只关注技术效用性的局限;外界影响对主观规范也具有积极影响作用,且其对旅游者使用行为的主观规范影响大于同伴影响,弥补了原有模型在组织环境中的技术接受行为研究中只考虑到上级与同事的影响的局限;而感知风险变量对态度的负向影响作用未得到数据支持,可见旅游者对旅游APP使用行为的风险感知并不直接影响其使用态度。此外,研究证实,修正的DTPB模型在旅游APP用户接受行为研究中具备良好的解释力和适用性。文章最后基于研究结果,从理论和实践两个层面对研究结论进行了总结与讨论,并对未来研究提出了展望。
[Abstract]:The advent of mobile era provides a new opportunity for online tourism. On the one hand, the development of mobile technology such as intelligent terminals provides a powerful communication platform for the service supply and marketing of tourism enterprises. On the other hand, as a new service model, mobile tourism service is greatly changing the travel mode and travel experience of tourists, whether online tourism enterprises or traditional tourism enterprises. Both have developed their own mobile service platform, and the competition in this field is becoming increasingly fierce. At present, the research on the acceptance behavior of mobile tourism service users has gradually become a hot spot at home and abroad. However, the domestic research on tourism APP is still in its infancy, the research content and research tools are still relatively limited, need to carry out more meaningful exploration and further understanding. Based on this. This study attempts to explore the user acceptance behavior of tourists towards APP from the perspective of technology acceptance. Firstly, this paper reviews the domestic and foreign research on mobile tourism services and user acceptance theory. According to the characteristics and usage situation of tourism APP, the DTPB model proposed by Taylor and Todd is modified, and the user acceptance behavior model of tourism APP is constructed. And put forward the relevant research hypotheses. In the empirical study, using questionnaire and data statistical analysis, with the help of SPSS and AMOS software data analysis and hypothesis verification. The results show that. Perceived pleasure has a positive effect on attitude, which proves that tourists have both utility demand and hedonic demand for tourism APP, and makes up for the limitation of DTPB model in previous studies that only pays attention to technical utility. The external influence also has the positive influence to the subjective norm, and its subjective norm influence to the tourist's use behavior is bigger than the companion influence. It makes up for the limitation that the original model only considers the influence of superiors and colleagues in the study of technical acceptance behavior in the organizational environment. However, the negative effect of perceived risk variables on attitudes is not supported by data. It can be seen that tourists' perceived risk perception of APP use behavior does not directly affect their use attitudes. In addition, the study confirms that the negative effects of perceived risk variables on attitudes are not directly related to the use of APP. The modified DTPB model has good explanatory power and applicability in the tourism APP user acceptance behavior research. The conclusion is summarized and discussed in theory and practice, and the prospect of future research is put forward.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F592;F713.55

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