自助游客对旅游移动商务的态度研究

发布时间：2018-04-08 13:03

本文选题：旅游移动商务　切入点：态度　出处：《北京交通大学》2015年硕士论文

【摘要】：我国的旅游业正处在蓬勃发展的新时期,以新型互联网络、移动通讯技术为代表的现代科技正深刻地变革着旅游业的发展进程。旅游移动商务是移动电子商务和旅游业的结合,迅速成为行业热点,已被广泛接受和使用。2014年4G移动网络正式在我国推出,旅游移动商务的使用更为普遍和频繁,游客对旅游移动商务的心态和需求产生了新变化,对使用旅游移动商务态度的研究具有重要的理论研究价值、实践应用价值和管理决策价值。本研究选取自助游客的角度,通过定性研究与定量研究相结合的方法,基于前人理论研究的基础,建立旅游移动商务态度研究模型,引入感知旅游移动商务有用、感知旅游移动商务易用、感知旅游移动商务安全、感知旅游移动商务成本、自助游经验、感知旅游移动商务娱乐、个人形象等影响因子,并提出假设,通过问卷采集的方式收集数据,进行因子分析,进而对以上影响因子进行假设检验,从而得出研究结论。研究发现：(1)感知旅游移动商务有用、感知旅游移动商务易用、个人形象、自助游经验、感知旅游移动商务娱乐、感知旅游移动商务安全、感知旅游移动商务成本对使用旅游移动商务态度和意愿具有显著影响,其中感知旅游移动商务有用的影响最为显著。(2)自助游客对旅游移动商务的态度越积极、越正面,其使用旅游移动商务的意愿就越强烈。(3)自助游客使用移动商务的经验仅对感知旅游商务娱乐这一因子具有影响,而在整体上对其使用旅游移动商务的态度和意愿不存在显著影响。根据以上结论,本研究针对旅游移动商务的发展,对相关企业和部门提出以下建议；(1)切入用户真实需求,提升信息数量和质量,提高有用性；(2)合理设计功能和操作方式,提高易用性；(3)丰富社交化功能,满足用户个性化展示；(4)提供人性化、娱乐化的交互方式；(5)使用多种手段提高产品安全系数。
[Abstract]:China's tourism industry is in a new period of vigorous development. Modern technology, represented by a new type of Internet and mobile communication technology, is profoundly changing the development process of tourism.Tourism mobile commerce is a combination of mobile electronic commerce and tourism, which has become a hot spot of the industry and has been widely accepted and used. In 2014, 4G mobile network was officially launched in China, and the use of tourism mobile commerce is more common and frequent.New changes have been made to the psychology and demand of tourist mobile commerce, which has important theoretical research value, practical application value and management decision value for the study of using tourism mobile commerce attitude.This research selects the self-help tourist angle, through the qualitative research and the quantitative research unifies the method, based on the predecessor theory research foundation, establishes the tourism mobile business attitude research model, introduces the perception tourism mobile commerce to be useful.Perception of tourism mobile commerce easy to use, perceived tourism mobile commerce security, perceived tourism mobile commerce costs, travel experience, perceived tourism mobile business entertainment, personal image and other factors, and put forward assumptions,The data are collected by questionnaire and factor analysis is carried out, and then the hypothesis test of the above influencing factors is carried out, and the conclusion is drawn.The study found that perceiving tourism mobile commerce is useful, perceived tourism mobile commerce is easy to use, personal image, self-help travel experience, perceived tourism mobile business entertainment, perceived tourism mobile commerce security,The perceived cost of tourism mobile commerce has a significant impact on the attitude and willingness to use tourism mobile commerce, among which the perceived impact of tourism mobile commerce is the most significant. 2) the more positive the attitude of self-help tourists towards tourism mobile commerce is, the more positive it is.The stronger the willingness to use mobile commerce is, the more the experience of self-help tourists using mobile commerce has an effect on the perception of tourism business entertainment.However, there is no significant influence on its attitude and willingness to use mobile commerce.Based on the above conclusions, this study aims at the development of tourism mobile commerce, and puts forward the following suggestions to the relevant enterprises and departments: (1) to cut into the real needs of users, to improve the quantity and quality of information, and to improve the usefulness of mobile commerce.Improve ease of use / 3) enrich the social function, meet the user's individualized display / 4) provide a humanized and entertainable interactive mode (/ 5) use various means to improve the safety factor of the product.
【学位授予单位】：北京交通大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F592;F724.6

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