旅游App用户粘性与购买意向:互动性视角

发布时间：2018-05-28 00:30

本文选题：旅游App + 预期互动性　；参考：《旅游学刊》2017年06期

【摘要】：旅游App间的激烈竞争不断升级。如何提高旅游App用户粘性与购买意向是企业亟须解决的重要问题。文章以"信念→态度→行为"为框架,综合运用互动性理论与流体验理论,构建旅游App互动性影响用户粘性与购买意向的路径模型。采用问卷调查法,收集211份有效样本,执行偏最小二乘估计法,研究发现:预期互动性会正向影响感知互动性,但对用户满意没有直接影响;感知互动性不仅会直接影响而且还会通过流体验间接作用于用户满意;流体验和用户满意不仅会直接影响而且还会通过用户粘性间接影响购买意向;感知互动性和流体验对用户粘性与购买意向影响的总效应都很强。在理论上,发展了旅游App使用行为理论,丰富了互动性理论的应用范围;在实践上,提出时刻关注用户对互动性的预期与着力强化旅游App互动性体验两点建议。
[Abstract]:The fierce competition between tourism App is constantly escalating. How to improve the stickiness and purchase intention of tourism App users is an important problem for enterprises to solve. Based on the framework of "belief attitude and behavior", this paper uses the interactive theory and the flow experience theory to construct the path model of tourism App interaction influencing the user's stickiness and purchase intention. By using questionnaire survey, 211 valid samples were collected, and partial least square estimation was carried out. The results showed that the expected interaction would positively affect perceived interaction, but had no direct effect on user satisfaction; Perceived interactivity will not only directly affect but also indirectly affect user satisfaction through flow experience, flow experience and user satisfaction will not only directly affect but also indirectly affect purchase intention through user stickiness. The total effect of perceptual interactivity and flow experience on user stickiness and purchase intention is very strong. In theory, it develops the theory of tourism App usage behavior, enriches the application scope of interaction theory, and in practice, puts forward two suggestions: to pay close attention to the user's expectation of interaction and to strengthen the interactive experience of tourism App.
【作者单位】：南开大学商学院;天津财经大学商学院;
【基金】：中国博士后科学基金项目“社交媒体互动对品牌资产影响研究:基于准社会交往理论”(2015T80216) 教育部人文社会科学研究基金项目“在线品牌社区社会惰化的形成机制研究”(16YJC630166)资助~~
【分类号】：F274;F592

【相似文献】