Study On The Influence Factors Of User Initial Trust In Travel Reservation Application

As the mobile Internet technologies continue improving,and the popularity of smart phones,people get used to surf the Internet by using a mobile application little by little.The development of mobile Internet and the popularity of mobile devices such as mobile phones and tablets have provided a convenient condition for the combination of tourism industry and mobile application.As a new mode of travel services,with "Internet plus" came into being the travel booking application has a huge opportunity for development and market prospects.More and more tourists order travel products and services through travel reservation application.However,trust issues become a major obstacle to some people to accept travel reservation application recently.Therefore,it is essential for providers of to establish the initial trust of consumers and make the potential users to the real users.This paper analyzes and summarizes the previous literature,based on the UTAUT2 model combined with the tourism industry and mobile information technology,added three new factors of perceived risk,trust propensity and business reputation to construct the model of user initial trust in travel reservation application.We use SPSS and AMOS software to analyze the data and hypothesis,adopt the structural equation model to verify the model in this paper and put forward the assumption of relations and hypothesis.Through the analysis of research data,major conclusions include: PE,SI,PV and BR are positively related to the user initial trust of travel reservation application,EE and PR are negatively related to the user initial trust of travel reservation application,while TP and UH conduct no correction to user initial trust of travel reservation application.And result shows that PE,EE and SI conduct no correlation to behavior intention,initial trust plays a very important role in the willingness to use travel reservation application.Moreover,this paper also research whether the gender,age personality and education level exist obviously difference in the user initial trust formation of travel reservation application.The last chapter puts forward some countermeasures and suggestions which corresponding to the development and promotion of travel reservation application.