The Research About User's Acceptance Behavior On Mobile Travel Apps

Mobile Internet information age has provided new opportunities for online tourism industry.On the one hand,the development of mobile technology,such as smart terminals,has provided tourism enterprises and consumers with a communication platform;on the other hand,mobile applications and tourism industry combined to form a new form of tourism services which name is mobile travel applications.It is greatly changing the way of travel and the experience of travelers.At present,domestic and foreign research on user acceptance behavior of mobile travel service has gradually become a hotspot,yet researth on Travel Mobile Application is still in the initial stage in domestic,so that there is a need to make more meaningful exploration and further understanding.Therefore,this study has carried on the discussion to the users' acceptance behavior of Travel Mobile Application from a perspective of new technology acceptance.This study reviewed literatures related to mobile tourism service and user acceptance behavior theory,then revised the UTAUT2 model(the unified theory of acceptance and use of technology extending model)combined with the mobility and use context of Mobile Travel APP,we created an acceptable evaluation model for Mobile Travel APP and proposed the research hypotheses based on theoretical analysis.Data were collected using questionnaires and were analysised using SPSS and AMOS.The results showed that:(1)The factors that affect the user's final use of Mobile Travel APP are sorted by their size of influence: behavioral intention(0.93)> use context(0.53)> hedonic motivation(0.38)> performance expectancy(0.22)> social influence(0.03).(2)Performance expectancy,social influence,hedonic motivation and use context have significant positive impact on user's behavioral intention.This conforms to the original UTAUT2 model hypothesis.(3)Mobility has a significant impact on use context,and use context mediates the effect of mobility on consumer intention.(4)Efforts expectancy,facilitating and price value has not statistically significant impact.(5)Gender,age,discretionary income and tourist patterns exist obviously difference in the use of Mobile Travel APP.Different gender and age exist significant differences in effort expectancy.Different discretionary exist significant difference in hedonic motivation and effort expectancy.Different travel patterns exist obviously difference in ht use of Mobile Travel APP.Finally,this paper proposes suggestions in terms of product and service in the field of mobile travel app based on conclusions,and puts forward the prospect of future research.