A Study On Mobile APP Travel Service Continuance Intention

The development of big data and cloud computing technology, smart phones, mobile Internet has brought great change for the industry. In order to accelerate our tourist industry into a strategic pillar industry, our country proposes the building of smarter tourism. Mobile travel service is an important part of the development of smarter tourism. The development of mobile travel service is conducive to deepening tourism informatization, speeding up the transformation and upgrading of tourism industry, and providing more quality service for the tourists.Mobile APP is the important carrier for the development of mobile travel service, large and small traditional tourism enterprises and Internet companies exploit their own mobile APP, so that the market competition is fierce. Users are mobile users of the APP, only have a comprehensive understanding of users and factors that influence the users to continuance intention of mobile APP, in order to exploit and improve the mobile tourism service, enhance the user viscosity, the enterprise can guarantee survival and development for a long time. Therefore, through the summary of many scholars research results, this article from confirmation and perceived useful, perceived ease of use, perceived enjoyment, perceived cost, satisfaction and continuance intention seven aspects researches the factors that influence continue to use mobile APP tourism service, and establishes a conceptual model to explore the influence of the relationship between these seven factors and the degree of influence. The definite research content is as follows:The first chapter mostly discusses the research background, purpose and significance of the article, clears research ideas and content, methods, clarifies technical route.The second chapter presents the research situation domestic and foreign. This article reviews and comments the mobile travel service, user behavior and other relative researches home and abroad, understands the application of the theory of the research paper, and summizes achievements and shortcomings of previous researchs, to provide the reference for the following article writing.The third chapter cardings the theories and models of user behavior, to lay the theoretical foundation for building a theoretical model about users’ mobile APP travel service continuance intention and the research hypothesis later.The fourth chapter firstly defines the concept and type of the mobile APP travel service, then builds the continuance intention model of mobile APP travel service according to the third chapter related theory, and designs questionnaire sale, finally uses software SPSS19.0 and AMOS17.0 to have descriptive statistical analysis and structural equation model analysis on questionnaire data collected, comprehensively understands the user’s continuance intention and impact factors.The fifth chapter puts forward suggestions and countermeasures on developing mobile APP travel service through the above study of mobile APP tourism services continuance intention.The sixth chapter is the conclusion, which summarizing the research results of this paper, and pointing out the lack of research, future studies, to better for future research on mobile APP tourism service.