Research On WeChat Moments Tourist Information Acceptance Intention Based On UTAUT Modified Model

At the moment,we are in an environment covered by the Internet.Social network media platforms have emerged as the times require.With the continuous change of online social software platforms,there are more and more ways for people to obtain and share information through these software platforms,and they are changing with each passing day.Changer.While users' acceptance of network information is getting higher and higher,they will have a tendency to rely on such information and platforms.With the continuous innovation of information technology and the continuous development and integration of the tourism industry,various media continue to innovate.Social media relies on the advantages of a large number of user groups,fast information dissemination,wide coverage,variety,and strong interactivity.It has become the most common platform for online users to obtain information,and it has also become the most important medium for disseminating online information,which affects users' travel decisions.Based on the analysis and summary of previous literature,this paper uses the platform of WeChat Moments as the base,based on the UTAUT modified model,combined with tourism information dissemination,the use of self-media in tourism,tourism decision-making,and the characteristics of WeChat Moments,etc.User technology accepts related theories.On the basis of previous research,the theoretical basis of this model is proposed,the research hypothesis of this article is proposed,the UTAUT theoretical model is constructed,the tourism information quality and personal attitudes are newly added,and the UTAUT model of the willingness to accept tourism information in WeChat Moments is constructed,and Distribute the surveyed and repaired scale questionnaires online.After obtaining the samples,amos23.0 statistical analysis software was used to carry out empirical analysis on the collected 501 valid samples,and basic information statistics,reliability testing,exploratory factor analysis,confirmatory factor analysis,differential effect and structural equation modeling were carried out on the data.Analysis,correction,and testing of,analysis of differences in gender,age,and educational background.Finally the research result shows that social influence,tourism information quality,entertainment services,work performance,expectations,and personal attitudes have a significant positive impact on the willingness or attitude to accept tourism information in WeChat Moments,and the convenience of life does not have a significant impact on the willingness to use.In addition,the study also found that different genders,ages,and educational levels have different significant differences in the influence of the willingness to accept tourism information in WeChat Moments.