效价视域下购票渠道使用转移的意愿因素研究

发布时间：2019-04-24 01:00

【摘要】：移动智能终端设备的普及和互联网技术的广泛应用给传统客票业务的渠道管理带来了巨大的改变,电子客票业务的推广不仅有利于提高票务服务商的工作效率,降低运营成本,提高客户购票便利性,而且是建设资源节约型、环境友好型社会的重要举措。近年来,越来越多的票务服务商在保持原有线下购票服务的同时,也开辟了线上购票服务,但研究表明,大量的用户依然倾向于使用线下渠道。因此,聚集客票系统为研究对象,探讨双渠道环境下影响用户从线下到线上使用转移的意愿因素,以效价理论的研究框架为切入点,提出考虑双渠道环境下影响使用转移的意愿因素研究模型。以中国应用最为广泛的火车票务服务为研究对象,对410位火车票用户进行数据收集与分析,结果显示,转移使用时除了路径依赖、感知风险、感知相对优势以及自我效能等因素,均对用户使用意愿有显著影响。
[Abstract]:The popularization of mobile intelligent terminal equipment and the wide application of Internet technology have brought great changes to the channel management of the traditional ticket service. The promotion of electronic ticket service is not only conducive to improving the efficiency of ticketing service providers, but also reducing the operating costs. It is also an important measure to build a resource-saving and environment-friendly society. In recent years, more and more ticket service providers have opened up online ticket purchase service while maintaining the original offline ticket purchase service. However, research shows that a large number of users still prefer to use offline channels. Therefore, gather ticket system as the research object, discuss the influence factors of users' willingness to use from offline to on-line under the dual channel environment, and take the research framework of titre theory as the starting point. In this paper, a model is proposed to study the factors that influence the transfer of use in dual channel environment. Taking the most widely used train ticket service in China as the research object, the data collection and analysis of 410 train ticket users are carried out. The results show that, in addition to path dependence and perceived risk, Perceived comparative advantage and self-efficacy have a significant impact on users' willingness to use.
【作者单位】：武汉大学信息资源研究中心;
【基金】：教育部人文社会科学基金项目《不确定性需求环境下信息服务质量管理机制与测评模型研究》(09YJC870022) 国家自然科学基金项目《Web2.0环境下基于社会化网络瓶颈限制的信息扩散最大化研究》(71203166) 中央高校基本科研业务费专项资金项目《Web2.0环境下社会网络信息扩散模型研究》(104274712)
【分类号】：U293.22;F532

【共引文献】