基于价值和风险感知的旅游APP持续使用意向研究

信息技术的发展推动了旅游业与互联网的深度融合,近年来,移动端旅游APP受众广泛,但客户流失率高。基于消费者感知视角,将旅游APP用户群作为研究对象,构建影响旅游APP持续使用意向的结构方程模型,采用实证分析方法,探究促进和阻碍消费者持续使用旅游APP的影响因素。结果表明：消费者使用旅游APP过程中的感知价值以及信任对其持续使用意向有显著正向影响;在感知价值的四个维度中,功能价值对持续使用意向的影响最为显著、经济价值次之;感知风险对信任和持续使用意向的影响均不显著。

Research on the Intention of Continuous Use of Travel Applications: Based on Value and Risk Perception

As the development of information technology promoted the integration of internet and tourism industry, tourism mobile applications acquired a wide range of users. However, the long-term users of these applications are still relatively few. From the perspective of the perception of customers, this study adopts the methods of field research and empirical analysis to construct a structural equation model that reflects the customers'' intention to use tourism mobile applications continuously, thus identifying the variables that significantly promote or hinder the continuous use of tourism mobile applications. The results show that the perception of value and the trust on the APP have a significant positive effect on the customers'' continuous use. In the four dimensions of the perception of value, functional value has the most noticeable effect on the customers'' intention of continuous use, followed by economic value. On the other hand, the perception of risk has no significant effect on the customers'' trust and intention of continuous use.