基于技术接受理论的在线旅游UGC平台用户使用意愿研究

发布时间：2018-01-27 04:07

本文关键词： 用户生成内容在线旅游UGC平台技术接受理论使用意愿　出处：《浙江工商大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着在线旅游市场的发展,用户对旅游相关信息和社交功能的需求逐渐增加。用户生成内容(UGC)是Web 2.0时代下形成的一种互联网信息资源创作与组织模式。作为用户生成旅游相关信息的媒介载体,在线旅游UGC平台满足了旅游者信息查询、资源分享、交友娱乐等需求。在互联网时代,如何保持网站的用户粘性、扩大流量、创新产品模式、提升运营管理的能力,是在线旅游网站运营商们所面临的重要问题。本文基于技术接受理论,并整合理性行为理论、计划行为理论、技术接受模型、信息系统成功模型,同时引入感知趣味性、感知信任扩大感知维度的影响因素,最终确定影响用户使用意愿的8个因素。另外,加入人口学特征作为模型的控制变量,以形成在线旅游UGC平台用户使用意愿的影响因素模型。在实证研究方面,本文基于文献和理论的研究成果,以蚂蜂窝、穷游网、携程攻略社区等在线旅游UGC平台的用户为调研对象。通过问卷调查的方式进行数据收集,并运用SPSS、AMOS等分析工具,进行数据的统计分析,验证了变量间的逻辑关系并对模型进行修正。研究结论表明:信息质量、服务质量是用户感知价值产生的主要影响因素;感知有用性、感知趣味性是用户产生使用意愿的主要影响因素;个体特征也对用户的使用意愿具有显著差异。另外,相对其他信息系统网站的不同在于,在线旅游UGC平台中感知趣味性的影响效果显著,而感知易用性、社群影响等因素不一定成为影响用户使用的关键因素。本文根据以上结论对在线旅游UGC平台的运营管理提出以下建议:提升平台内容质量,利用大数据技术挖掘信息价值;打造移动工具性社交平台,基于共享思维的创新服务模式;强化线上线下互动交流,建立细分用户的激励机制。
[Abstract]:With the development of online tourism market. User demand for tourism-related information and social functions is increasing. It is a kind of Internet information resource creation and organization mode formed under the Web 2.0 era. It acts as the medium carrier of user generated tourism-related information. The online travel UGC platform meets the needs of tourist information inquiry, resource sharing, making friends and entertainment. In the Internet era, how to keep the users sticky, expand the flow, and innovate the product model. It is an important problem for online travel website operators to improve the ability of operation management. This paper is based on the theory of technology acceptance, and integrates rational behavior theory, planning behavior theory, technology acceptance model. Information system success model, at the same time the introduction of perceived interest, perception of trust to expand the perception dimension of the factors, and finally determine the 8 factors that affect the user's willingness to use. The demographic characteristics are added as the control variables of the model in order to form a model of influencing factors of the user's willingness to use on the online tourism UGC platform. In the empirical research, this paper is based on the research results of literature and theory. Taking the users of the online travel UGC platform such as Grasshopper, Poor Travel Network and Ctrip Strategy Community as the research objects, the data are collected by questionnaire, and the analysis tools such as SPSS Amos are used. The statistical analysis of the data verifies the logical relationship between variables and modifies the model. The results show that: the information quality and the quality of service are the main influencing factors of user perceived value; Perceived usefulness, perceived interest are the main factors that affect the user's willingness to use. Individual characteristics also have significant differences in user's willingness to use. In addition, compared with other information system websites, the effect of perceived interest in online tourism UGC platform is significant, while perceived usability is significant. Community influence and other factors are not necessarily the key factors affecting the use of users. Based on the above conclusions, this paper puts forward the following suggestions for the operation and management of online tourism UGC platform: to improve the content quality of the platform. Utilize big data technology to excavate information value; Creating mobile instrumental social platform and innovative service model based on shared thinking; Strengthen the online and offline interaction, and establish the incentive mechanism of subdivision users.
【学位授予单位】：浙江工商大学
【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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