旅游移动应用对游客的粘性及其影响因素研究

发布时间：2018-02-03 20:35

本文关键词： 粘性移动应用旅游　出处：《广东财经大学》2017年硕士论文　论文类型：学位论文

【摘要】：大数据的出现和十余年云计算的发展给各行各业带来了变革的机遇,智能手机等移动设备和移动互联网等的普及,也为广大消费者带来了完全不一样的生活体验。国家正在将旅游业打造成我国的战略性支柱产业,智慧旅游的建设是其中不可或缺的一环,2010年智慧旅游概念首次被提出,短短数年间,发展成绩显著。移动旅游服务是发展智慧旅游的重要内容之一,发展移动旅游服务不仅对于旅游业的信息化发展和转型升级有重要的影响,还可以使旅游者获得更加优质的服务体验。发展旅游移动服务离不开旅游移动应用这个载体。为了能够快速搭上科技和政策的顺风车,抢占旅游移动行业的市场,传统旅游企业和互联网企业都纷纷开发了自己的移动应用。游客作为旅游移动应用的使用者,全面地了解游客使用旅游移动应用的情况及探索出影响游客持续使用移动应用意愿的因素,从而开发和完善移动旅游服务,增强游客对旅游移动应用的粘性,这是企业需要着重考虑的问题。因此,本文基于前人学者的理论与实践成果,通过选取主观规范、行为控制认知、价值感知为自变量,态度、持续使用意愿为中介变量,试图探究影响旅游移动应用对游客产生粘性的因素,以及这些因素如何影响粘性的形成,为旅游移动应用运营商吸引和保留客户提供相关理论与实践参考。本文首先对粘性的理论、消费者行为及信息系统持续使用相关理论进行阐述,梳理相关文献。其次,结合笔者所做的访谈与前人相关理论研究,并考虑到旅游移动应用的特点,构建了旅游移动应用对游客粘性的影响因素模型,开发了本文的量表。通过互联网平台和高校现场两种方式对调查问卷进行发放,对收集到的数据通过SPSS19.0信效度检验以及AMOS20.0结构方程模型分析,根据分析的结果进行讨论,并针对性的提出相关意见和建议。研究结论显示,行为控制认知和价值感知可以直接影响持续使用意愿,也可以通过态度这一中介变量间接影响持续使用意愿;而主观规范通过态度间接影响持续使用意愿,但其并不直接影响持续使用意愿;价值感知和态度对粘性有显著的直接影响,也可以通过持续使用意愿间接影响粘性。
[Abstract]:The emergence of big data and the development of cloud computing for more than a decade have brought opportunities for change in various industries, such as smartphones and mobile devices and the popularity of mobile Internet. The country is making tourism a strategic pillar industry of our country, and the construction of intelligent tourism is an indispensable part of it. In 2010, the concept of intelligent tourism was put forward for the first time. In just a few years, the development of the concept of intelligent tourism is remarkable. Mobile tourism service is one of the important contents of the development of intelligent tourism. The development of mobile tourism service not only has an important impact on the information development and transformation of tourism. The development of mobile tourism services can not do without the carrier of tourism mobile applications. In order to be able to quickly ride on the technology and policy of the windmill. To seize the market of tourism mobile industry, traditional tourism enterprises and Internet enterprises have developed their own mobile applications. Tourists as users of tourism mobile applications. Fully understand the situation of tourists using tourism mobile applications and explore the factors that affect tourists' willingness to continue to use mobile applications, so as to develop and improve mobile tourism services and enhance tourists' stickiness to tourism mobile applications. Therefore, based on the theoretical and practical achievements of previous scholars, through the selection of subjective norms, behavior control cognition, value perception as independent variables, attitudes. This paper tries to explore the factors that affect the stickiness of tourism mobile applications to tourists and how these factors affect the formation of stickiness. For tourism mobile application operators to attract and retain customers to provide relevant theoretical and practical reference. Firstly, this paper describes the theory of stickiness, consumer behavior and the sustainable use of information systems. Secondly, combined with the author's interviews and previous relevant theoretical research, and considering the characteristics of tourism mobile application, the paper constructs a model of the impact of tourism mobile application on tourist stickiness. This paper developed the questionnaire. Through the Internet platform and colleges and universities in two ways to distribute the questionnaire. The collected data were analyzed by SPSS19.0 reliability and validity test and AMOS20.0 structural equation model. The results of the analysis were discussed. The conclusion of the study shows that behavior control cognition and value perception can directly affect the intention of sustainable use, or indirectly affect the willingness to use continuously through the intermediary variable of attitude; Subjective norms indirectly affect the willingness to use continuously through attitude, but they do not directly affect the willingness to use continuously. Value perception and attitude have a significant direct impact on viscosity, but also can be indirectly affected by the will to use continuously.
【学位授予单位】：广东财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F592;F713.55;F724.6

【参考文献】