移动出行APP的用户持续使用行为研究

发布时间：2018-08-14 10:35

【摘要】：移动出行应用通过产品服务和人工智能技术有效地提升了公众出行效率、降低了公众出行成本、改善了出行服务质量。然而,随着行业的发展和监管政策的出台,大部分移动出行APP面临着业务发展缓慢、用户数量、订单数量严重下降、行业同类竞品冲击等问题。因此,保持用户对移动出行应用的持续使用,探究用户对移动出行应用持续使用的影响因素,具有深刻的理论和现实意义。本文以整合型技术接受模型为基础,提出了关于移动出行应用持续使用行为影响因素模型。特别地,根据我国移动出行市场、服务公司数据,研究对持续使用行为进行量化研究并且以用户使用时长、用户使用频次为划分标准对样本数据进行分组,基于本文的模型和假设分别对全体样本数据、对照组样本数据进行实证分析。本文重点研究具有不同使用特征用户对移动出行APP的持续使用行为影响因子、影响路径以及影响显著性程度。然后,本文根据实证分析结果对三组样本进行对比分析并验证了绩效期望、感知价值、努力期望对持续使用意愿的正向影响;感知风险对持续使用意愿的负向影响;使用场景、持续使用意愿对持续使用行为的正向影响以及感知风险对持续使用行为的负向影响。最后,根据实证、对比分析结果并结合移动出行行业现状,本文从产品服务模式、数据运营体系、线上场景构建、安全风控机制以及个性化场景推荐五个方面对移动出行应用的发展提出合理化建议。研究一方面对移动出行领域的用户行为研究提供了实证参考,另一方面为移动出行服务运营者提升服务质量、增加用户黏性、完善安全机制、扩展业务场景提供了可行性方案。
[Abstract]:Mobile travel application can effectively improve public travel efficiency, reduce public travel cost and improve travel service quality through product services and artificial intelligence technology. However, with the development of the industry and the introduction of regulatory policies, most mobile travel APP is faced with the problems of slow development of business, number of users, serious decline in the number of orders, impact of similar competition products in the industry, and so on. Therefore, it is of profound theoretical and practical significance to keep users' continuous use of mobile travel applications and to explore the influencing factors of users' sustainable use of mobile travel applications. Based on the integrated technology acceptance model, this paper presents a model about the factors influencing the behavior of mobile travel applications. In particular, according to the data of mobile travel market and service company in our country, the paper makes a quantitative study on the continuous use behavior and groups the sample data according to the user usage time and frequency. Based on the model and hypothesis of this paper, the sample data of the whole group and the control group are analyzed empirically. This paper focuses on the influence factors, path and significance of users with different usage characteristics on mobile trip APP. Then, according to the results of empirical analysis, this paper compares the three groups of samples and verifies the positive impact of performance expectation, perceived value, and effort expectation on the willingness to use continuously; the negative impact of perceived risk on the willingness to use continuously; and the use scenario. The positive effect of the intention of sustainable use on the behavior of sustainable use and the negative effect of perceived risk on the behavior of sustainable use. Finally, according to the empirical, comparative analysis results and combined with the current situation of mobile travel industry, this paper from the product service model, data operation system, online scene construction, Five aspects of security wind control mechanism and personalized scenario recommendation are proposed for the development of mobile travel applications. On the one hand, the study provides an empirical reference for the study of user behavior in the field of mobile travel, on the other hand, it provides a feasible scheme for mobile travel service operators to improve the quality of service, increase user viscosity, improve security mechanisms, and expand business scenarios.
【学位授予单位】：北京邮电大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F572;F274

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