A Study On The Relationship Among Personal Innovativeness, Perceived Values,and Users’ Adoption Intention On Trip Planner

With rapid development of the Internet of things, cloud computing, intelligent data mining and smart mobile devices, great changes have occurred in tourism that it’s developing to the direction of informatization and intelligentialize. And "Smart Tourism" is becoming hot in tourism. Tourists prefer to customized and personalized ways of traveling, which becomes another way to promote continuous innovation in tourism. Driven by information technology and changing demand of tourists, a kind of trip planner appeared, which brings new elements to online travel and also become an important force to make Smart Tourism come true. Though it has received widespread attention in the industry, it failed to be widely used by tourists. However, the use of tourists is the key to its success. The development of theory research on trip planner obviously lags behind reality. It is still unknown that what factors affect tourists’ adoption intention on the new technology which shows both theory and practical significance of this research.Based on theory research and practical development, this article constructs a theoretical model in the perspective of the relationship among personal innovativeness, perceived value and adoption intention, to deeply explore the influence factors of adoption intention. A total of338valid questionnaires chosen from500questionnaires are used for analysis by using SPSS17.0and AMOS7.0. Then we draw some conclusions of both theoretical and practical value.The results show that perceived value has positive effects on adoption intention. Factors affecting perceived value ranking by path coefficient from high to lower degree are as follows:perceived system quality, perceived enjoyment, perceived information quality, technological effort and perceived time risk. In addition, personal innovativeness has positive effects on perceived quality, perceived entertainment, and has negative effect on technological effort.But its effect on perceived fee and perceived risk have not been confirmed. And in order to promote rapid development of Smart Tourism in China, we make recommendations for designers and operators of trip planner. At last research limitations and further research direction in future are pointed out.