我国旅游网站用户继续使用行为影响因素研究

发布时间：2018-01-04 07:36

本文关键词：我国旅游网站用户继续使用行为影响因素研究　出处：《华中师范大学》2013年硕士论文　论文类型：学位论文

【摘要】：信息和信息技术是旅游业赖以生存和发展的关键因素,全面准确及时的旅游信息,对旅游出行者的决策会产生重要影响。旅游网站即是在这种背景下的产物。用户对信息技术的接受行为影响因素的研究在信息系统(IS)研究文献中一个备受关注。信息系统的初次接受是信息系统成功应用的第一步,然而,信息技术的能否生存取决于用户的继续使用行为(Karahanna et al.,1999; Bhattacherjee,2001.)。对于网站而言,用户的持续访问和使用则更为重要。因此,本论文以旅游网站为对象,通过实证研究,探索影响用户继续使用旅游网站的因素；同时本研究将口碑传播与信息系统继续使用模型相结合,研究影响用户对旅游网站口碑传播意愿的影响因素。本文基于信息系统继续使用模型(ECM)和使用与满足理论(UG),构建了扩展的信息系统继续使用模型,并将该模型与电子口碑传播意愿相结合,以在探索用户继续使用旅游网站的影响因素的同时,为旅游电子商务经营者提供旅游网站营销策略。本论文共上分为五章,具体安排如下：第一章为绪论部分。主要介绍文章研究背景,对国内外继续使用行为相关研究现状行简要综述,提出本论文研究主要解决的三大问题,以及介绍本研究主要采用的研究方法及技术路线。第二章为相关理论基础介绍部分。对本文研究用到的相关理论进行介绍。包括旅游电子商务与旅游网站；电子口碑传播相关理论；继续使用行为及信息系统继续使用模型；使用与满足理论。第三章和第四章为本文核心部分。其中第三章为研究模型及假设,包括变量定义和研究假设的提出。根据变量及第二章的模型分析,本文提出12个研究假设,并制定调查量表及正式调查问卷。第四章为本文实证研究部分。对量表的信度及效度进行检验,并分析变量间相互关系,运用最小二乘法回归并用T值进行显著性检验。得出假设检验结果,所提出的12个检验中,10个假设均被支持。第五章为文章结论部分。研究结果显示,用户对旅游网站的继续使用行为受到满意度及感知有用性的影响。满意度受到感知有用性、体验差距、信息强度、信息专业性的显著正向影响。继续使用行为受到满意度及感知有用性的影响,模型对继续使用行为的解释度为48.1%(R2=0.481)。从理论贡献和实践贡献两个方面,总结本文研究的结论。并对未来研究方向提出展望。
[Abstract]:Information and information technology is a key factor for the survival and development of the tourism industry, comprehensive accurate and timely information on tourism, tourist travel decisions will have a significant impact. Tourism website is the product under this background. The behavior factors in the information systems acceptance of users of information technology (IS) on a has attracted much attention in the literature. The primary information system acceptance is the first step to successful application of information system however, information technology can survive depends on the user's behavior (Karahanna et continue to use al., 1999; Bhattacherjee, 2001.). For the site, continue to access and use the user is more important. Therefore, this thesis the tourism website as the object, through empirical research, explore the impact factors of tourism website users to continue to use; at the same time this study will continue to use word-of-mouth communication and information system model combining research The influence factors of the user's intention to travel website word of mouth communication.
This paper continues to use the model based on information system (ECM) and the theory of use and satisfaction (UG), build an information system to continue to use the extended model, and the model and electronic word-of-mouth combination, to continue to use the tourism website users in exploring the factors at the same time, to provide a marketing strategy for the tourism electronic tourism website business operators.
This paper is divided into five chapters, and the specific arrangements are as follows:
The first chapter is the introduction part mainly introduces the research background, the related research status are briefly reviewed for continuing using behavior at home and abroad, put forward three research questions in this dissertation mainly solves the problem, and introduces the research methods and technical route of this research mainly adopts the related theories. The second chapter is introduction. Based on the related theory in this paper use are introduced. Including the tourism electronic commerce and tourism website; electronic word-of-mouth theory; to use behavior and information system continue to use the model; uses and gratifications theory.
The third chapter and the fourth chapter is the core part of this paper. The third chapter is the research model and assumptions, including the definition of variables and research hypotheses are put forward. According to the analysis of variables and chapter two model, this paper puts forward 12 research hypotheses, and make questionnaire and formal questionnaire. The fourth chapter is the part of empirical research to test. The reliability and validity of the scale, and analyze the relationship between variables, using least squares regression and were analyzed by T. The results of hypothesis testing, 12 test in the proposed 10 hypotheses were supported.
The fifth chapter is the conclusion part of this thesis. The results of the study showed that users of tourism websites continue to use behavior by satisfaction and perceived usefulness. Satisfaction by perceived usefulness, experience gap, information intensity, positive effects of information professional. Continue to use behavior by satisfaction and perceived usefulness of the model is 48.1% to the degree of interpretation continue to use behavior (R2=0.481). From the theoretical and practical contribution in two aspects, summarizes the conclusions of this study. And put forward the prospects for future research directions.

【学位授予单位】：华中师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F592.6

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