Research On Users' Continuance Intention Measurement Of Tourism E-commerce Application

In the inc In the increasingly fierce tourism mobile e-commerce market environment,consumers are becoming more rational,tourism mobile business enterprise "price war" although triggered a huge user downloads,but then the user frequently unloading phenomenon also attracted the attention of the people.In recent years,quality,security,privacy and other aspects of customer service by the users questioned,bring hidden dangers for the user's continuance intention upgrade.The tourism e-commerce APP users' continued intention is to mimprove,the relationship between quality improvement and user groups,and to enhance customer loyalty and enterprise competitiveness.Therefore,tourism mobile e-commerce business is quantified and scientific measure of user intention and the influence factors for use,clear the main factors which restrict the enterprise's own APP user's continuance intention and to take corresponding measures to improve and perfect,has important practical significance for the development of tourism e-commerce enterprise APP and the development of the tourism mobile e-commerce market.Firstly,the connotation of tourism e-commerce APP clear explanation,and analyzes its characteristics;then,combining the characteristics of tourism e-commerce APP,further analysis of influencing factors of tourism e-commerce APP user's continuance intention;finally,put forward the relevant research hypotheses.Secondly,the questionnaire was designed to collect the sample data through online and offline questionnaires.Reliability and validity of questionnaire and sample data were analyzed by reliability analysis and validity analysis.Based on the structural equation model,the hypothesis of factors affecting the continuance intention of tourism e-commerce APP users is tested,and the test conclusions are analyzed.Then,according to the empirical results obtained from structural equation,this paper refines the main influencing factors.Based on the main influencing factors,the index system of continuous use intention of APP e-commerce users is constructed.By comparing several commonly used comprehensive evaluation methods,the final choice of the use of structural equation and fuzzy comprehensive evaluation method to build tourism e-commerce APP users continued use intention measurement model.Finally,based on the user APP tourism e-commerce above established continuance intention measure model for users to Ctrip APP continuance intention case studies,concluded that Ctrip APP user's continuance intention level of membership and the main indicators of the evaluation,in order to Ctrip APP targeted to take corresponding measures to enhance the user continuously use intention.