A Study On The Influencing Factors Of The Persistent Use Intention Of Tourism App Users Based On TAM And VAM Theory

With the "wisdom tourism" was presented and the development of mobile internet technology,the tourism has undergone enormous changes as one of the important recreational ways.Its realization form gradually changed from traditional to the Internet-based modern online tourism form.The tourism App is springing up which applied on various equipment and user groups are growing larger and larger.Because of the diversity of choice and the psychology of people,a tourism App is easy to be "doghouse" shortly after launching,so how to promote the sustainable development of tourism App has become one of the focus of attention.First,based on the previous research and the theory of TAM and VAM,this study chooses the four dimensions of perceived usefulness,perceived ease of use,perceived entertainment and perceived cost as influencing factors.What is more,from the characteristics of tourism App perceived risk was introduced which is the fifth influence factor.To explore the impact of these five factors on the sustainable use of tourism App users and verify the intermediary role of customer satisfaction.Then,the data collection is carried out by “Sojump”questionnaire which are analyzed by SPSS17.0 and AMOS17.0 and the research hypothesis is verified.Finally,research shows that perceived usefulness,perceived ease of use and perceived entertainment will positive affect the user's willingness to continue using in different degrees,while perceived risk and perceived costs negatively affect the user's willingness to use,and customersatisfaction plays a mediating role between the user's willingness to use and its influencing factors.Based on the above,this study proposes the following recommendations on how to effectively improve customer satisfaction and willingness to use: First about the tourism App product development.Tourism App developers should pay attention to product usability,ease of use,entertainment research,and strengthen risk monitoring,make efforts to reduce costs.Second,in the tourism App product promotion.In the era of large data,it is possible to have a user's preference analysis.Therefore,users are divided into demand-based,entertainment-preferred,price-sensitive and risk-sensitive four different types based on user perception of ease of use,usefulness,entertainment,risk and cost.For different types of users using different publicity methods and recommending the tourism APP which they like.Finally,strengthen the management of tourism App business.It is necessary to pay attention to improve the tourism App technology,design level and other strict requirements,but also pay attention to tourism App services and other soft requirements.In general,in addition to the enterprise must do the above requirements,the government should also strengthen supervision.Conducting real-time checks to check the safety of tourism App especially in ensuring the safety of users' information with large punishment.Moreover,tourism App users also should improve identify ability and choose their own suitable tourism App.