Downloading And Usage Intention Toward Travel Mobile Applications Based On Decomposed Theory Of Planned Behavior

The arrival of mobile internet has provided new opportunities for online tourism industry.On the one hand,the development of mobile technology,such as intelligent terminals,has provided tourism enterprises with a powerful communication platform for service and marketing;on the other hand,as a new service mode,mobile tourism is greatly changing both the way of travel and the experience of travelers.Online travel companies as well as the traditional tourism enterprises have developed their own mobile service platforms;and the competition in this field becomes increasingly fierce.At present,domestic and foreign research on user acceptance behavior of mobile travel service has gradually become a hotspot,yet research on Travel Mobile Application(Travel APP)is still in the early stage in domestic,current studies have some limitations concerning contents and methods,so that there is a need to make more meaningful exploration and get deeper insight into this topic.Based on this,this article has carried on the discussion to the travelers' acceptance behavior of Travel APP from a perspective of new technology acceptance.This study reviewed literature related to mobile tourism and user acceptance behavior theory,then revised the DTPB model proposed by Taylor and Todd combined with the characteristics and usage situation of Travel APP,we created an acceptable evaluation model for Travel APP and proposed the research hypotheses based on theoretical analysis.Data were collected using questionnaires and were analysised using SPSS and AMOS.The empirical results showed that perceived enjoyment has a positive effect on attitude,confirming that travelers have both utilitarian and hedonic needs for travel APP.In addition,external influence has a positive effect on subjective norm,and its impact was greater than internal influence.The two results have made up for the deficiencies of previous studies.Yet surprisingly,perceived risk turned out to has no negative impact on attitude.The study also confirmed that the DTPB model has explanatory power and strong applicability in acceptance behavior research of Travel APP.At the end of this paper,we summarized the research conclusions and discussed from both theoretical and practical perspectives,and put forward the prospects for future research.