Empirical Study On Continuance Intention Of Mobile

The rapid development of mobile-Internet is one of the most remarkable phenomena in the world's information communication field in the 21th century. As people increasingly prefer personalized way of traveling, more and more tourists begin to use mobile-internet to provide support for their tourism activities. However, few tourists have already used mobile-Internet in their trips and their diverse requirements have not been met quite well. Therefore, how to understand users' psychological needs and behavioral characteristics, transform potential demand into actual demand, and promote the popularity of mobile-Internet travel service, is a common concern of many scholars and entrepreneurs.Based on ECM-IT, through literature reading, expert interviews and questionnaire survey, this paper studies key factors affecting continuance intention of mobile-Internet from the tourists' perspectives. On the basis of statistical analysis and structural equation model, the study comes to several findings of both theoretical and practical value:1 Desires congruency has a significantly positive effect on perceived usefulness, perceived ease of use, perceived enjoyment and perceived cost. Expectations congruency has a significantly positive effect on perceived usefulness and perceived cost.2 Perceived usefulness, perceived enjoyment and perceived cost moderate the relationship between desires congruency and satisfaction. Perceived usefulness and perceived cost moderate the relationship between expectations congruency and satisfaction.3 Perceived usefulness, perceived ease of use, perceived enjoyment, perceived cost and satisfaction are all positively associated with continuance intention, and perceived usefulness plays the most significant role.4 Perceived risk has no significant influence on satisfaction and continuance intention, which is different from previous studies.