A Research On User’s Acceptance Behavior On Mobile Travel App Based On Utaut Model

With the development of mobile internet,people went into the "information era".With the development of economy and people living standard rised, tourism become indispensable in people’s leisure life.Nowadays.fast and stable network and the popularity of smart phones provide a convenient conditions to combine the travel services and mobile APP.As a new mode of travel services,mobile travel APP have a huge market damand,more and more users get tourist information through mobile APP.Through the analysis and summary of previous literature, this paper, which based on the UTAUT model,combined the characteristics of the tourism industry and mobile information technology and added two new factors--individual innovation and perceived risk to build the mobile travel APP user’s behavior model.This paper use SPSS and AMOS software to analyze the data and hypothesis, using the structural equation model to verify the model in this paper and putting forward the assumption of relations and hypothesis. Empirical research results reveal that facilitating condition,behavior intention,effort expectancy,performance expectancy,individual innovation have influences on the intension to use mobile travel APP. Moreover, this paper also research wheather the different gender and age are obviously different in the use of mobile travel APP process.And if the various influence factors under different control variables are changed.This paper has six chapters.The first chapter is introduction,includes the research background,research purpose and significance,method,content and so on.The second chapter introduces the mobile APP business model,users acceptance related theory and domestic and foreign research of mobile travel service. The third chapter presents the theoretical basis and builds a theoretical model and puts forward research hypotheses.Chapter4and5introduce the empirical research.The last chapter proposed research conclusion,future research on this topic and give suggestions to travel agency about mobile travel APP marketing.