景区移动商务游客使用行为影响因素研究
发布时间：2018-11-06 10:06
【摘要】：移动商务是当前信息技术发展最迅速的领域之一,并且极大改变了人们工作和生活的方式。随着游客对个性化服务的要求不断增强,越来越多的游客希望通过手机等移动终端来获得旅游的全程个性化服务。然而,目前国内大部分景区在移动商务建设方面还没有完全开展,使得游客的个性化需求得不到满足。关于移动商务的理论研究方面,很多学者利用整合科技接受与使用模型(Unified Theory of Acceptance and Use of Technology, UTAUT)对移动商务各业务的接受度进行研究,具有很好的解释性,但是对于新兴的景区移动商务,尚未有这方面的研究。因此,如何有效地把握游客的个性化需求,正确认识游客的行为特征,积极开展景区移动商务建设,已经成为迫切需要重视和解决的课题。 本文从游客角度出发,通过文献综述、专家咨询和问卷调研,在整合科技接受与使用模型的基础上加入感知风险理论和行为意愿理论,建立景区移动商务的接受模型并提出假设,研究影响游客使用景区移动商务的因素。基于数理统计分析、结构方程模型等方法,经过分析和检验得到了具有理论与实践价值的研究结论。 感知有用性、感知易用性、社会影响、企业形象均对使用意愿存在显著的正向影响,其中企业形象的影响作用最大；感知风险对使用意愿不存在显著的影响,便利条件对使用行为不存在显著的影响,这两个结论与之前的研究有所不同；使用意愿对使用行为存在显著的正向影响。
[Abstract]:Mobile commerce is one of the most rapidly developing fields of information technology and has greatly changed the way people work and live. With the increasing demand for personalized services, more and more tourists hope to obtain personalized services through mobile terminals such as mobile phones. However, at present, most scenic spots in China in mobile commerce construction has not been fully carried out, making the personalized needs of tourists can not be met. On the theoretical research of mobile commerce, many scholars use integrated science and technology to accept and use the model (Unified Theory of Acceptance and Use of Technology, UTAUT) to study the acceptance of mobile commerce, which has a good explanation. But for the emerging scenic area mobile commerce, there has not been this aspect of research. Therefore, how to effectively grasp the personalized needs of tourists, correctly understand the characteristics of tourists' behavior, and actively carry out the construction of mobile commerce in scenic spots, has become an urgent need to pay attention to and solve the problem. From the perspective of tourists, this paper, through literature review, expert consultation and questionnaire investigation, adds the theory of perceived risk and behavioral intention on the basis of integrating the models of acceptance and use of science and technology. The acceptance model of mobile commerce in scenic spots is established and hypotheses are put forward to study the factors that affect tourists' use of mobile commerce in scenic spots. Based on mathematical statistical analysis, structural equation model and other methods, the theoretical and practical research results are obtained through analysis and test. Perceived usefulness, perceived usability, social impact, corporate image have significant positive effects on the willingness to use, among which corporate image has the greatest impact; Perceived risk had no significant effect on the intention to use, and convenience had no significant effect on the behavior of use. These two conclusions were different from previous studies, and the intention of using had a significant positive effect on the behavior of use.
【学位授予单位】：浙江大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F724.6;F590;F224
[Abstract]:Mobile commerce is one of the most rapidly developing fields of information technology and has greatly changed the way people work and live. With the increasing demand for personalized services, more and more tourists hope to obtain personalized services through mobile terminals such as mobile phones. However, at present, most scenic spots in China in mobile commerce construction has not been fully carried out, making the personalized needs of tourists can not be met. On the theoretical research of mobile commerce, many scholars use integrated science and technology to accept and use the model (Unified Theory of Acceptance and Use of Technology, UTAUT) to study the acceptance of mobile commerce, which has a good explanation. But for the emerging scenic area mobile commerce, there has not been this aspect of research. Therefore, how to effectively grasp the personalized needs of tourists, correctly understand the characteristics of tourists' behavior, and actively carry out the construction of mobile commerce in scenic spots, has become an urgent need to pay attention to and solve the problem. From the perspective of tourists, this paper, through literature review, expert consultation and questionnaire investigation, adds the theory of perceived risk and behavioral intention on the basis of integrating the models of acceptance and use of science and technology. The acceptance model of mobile commerce in scenic spots is established and hypotheses are put forward to study the factors that affect tourists' use of mobile commerce in scenic spots. Based on mathematical statistical analysis, structural equation model and other methods, the theoretical and practical research results are obtained through analysis and test. Perceived usefulness, perceived usability, social impact, corporate image have significant positive effects on the willingness to use, among which corporate image has the greatest impact; Perceived risk had no significant effect on the intention to use, and convenience had no significant effect on the behavior of use. These two conclusions were different from previous studies, and the intention of using had a significant positive effect on the behavior of use.
【学位授予单位】：浙江大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F724.6;F590;F224
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