Research On Users' Intention Of Online Travel UGC Platform Based On Technology Acceptance Theory

With the development of the online travel market,the demand for tourism-related information and social function is gradually increasing.User-Generated Content(UGC)is an emerging mode for the creating and organizing of Internet information resources in the Web 2.0 age.As a media vehicle for the user generated information,Online Travel UGC Platform to meet the tourists' demands of information querying,resources sharing,dating entertainmnent.In the Internet age,how to keep the user stickiness of the website,expand the flow,innovative product model,enhance the ability of operation management,is an important issue for online travel website operators.In this study,the Technology of Acceptance Theory was selected as the main theoretical foundation,combined with TRA,TPA,TAM,D&M,also introduced the perceived interesting,perceived trust to expand the influence factors of perception dimension,and finally determined the eight factors that affect the users' intention.In the empirical research,based on the literature and theoretical research results,in order to users of Online Travel UGC Platform for the object,such as www.mafengwo.com,www.qyer.com,you.ctrip.com.The paper collected the data through the questionnaire survey,and the use of SPSS,AMOS and other tools for statistical analysis of data,verify the logical relationship among the variables and then the model is modified.The conclusion of the study shows that the information quality and service quality are the main factors affecting the user perceived value;perceived usefulness,perceived playfulness are the main factors affecting the user's intention;Individual characteristics also have significant differences in the user's intention.However,compared with other information systems,the differences are that the effect of perceived playfulness is significant in the UGC platform,and the factors such as perceived ease of use and conmmunity influence are not necessarily the key factors influencing the users' use.In the operation and management of Online Travel UGC Platform,according to the above conclusion put forward the following suggestions:improving the content quality of the platform through mining the value of information with Big Data Technology;building the mobile social networking platform,based on the innovation service model of shared thinking;strengthening online-offline interaction through establishing the Incentive mechanism for segmental users.