Influential Factors Of Customer's Stickiness On Tourism Mapping APP

Tourism is the comprehensive industry of the national economy.It is also an important power to drive economic growth.At present,the global is experiencing a new round of industry with science and technology revolution.Especially for the Internet industry,it is profoundly changing the world economic development and people's production and living.Obviously,the depth of the tourism and the Internet fusion development has become the inevitable trend of the Times.The integration of tourism and Internet has given rise to numerous Internet products,Travel APP is one of them.Along with the rapid development of national economy,national income and consumption improves continuously.Independent travel and self-driving tour has become more and more popular.Mapping APP is helpful to the tour by its function of positioning,guiding,and information given.The “Stickiness Behavior” is an import index to measure tourist continuous using intention by using Mapping APP.It also plays a key role in shaping corporate image and industry developing.With the rapid development of the Internet today,all kinds of Internet products emerge in an endless stream.For the mapping APP in travel,to understand the influential factors of Tourism Mapping APP stickiness behavior,is an important way to realize the intelligence development of Mapping APP.It can promote enterprise development and tourism developmentThis study focuses on the stickiness behavior of Mapping APP,and it starts from the perspective of tourists' continuous using intention.Based on the Technology Acceptance Model(TAM)and path dependence theory,this paper observes and measures the continuous using intention of tourists,and constructs the theory model of Mapping APP stickiness behavior.First of all,the questionnaire was used to carry on the preliminary investigation,using SPSS19.0 to carry on the exploratory factor analysis and the descriptive statistical analysis to the pre survey data.After that,delete the invalid item,and develop the formal questionnaire.Then,collect data by formal Questionnaires,and operate descriptive statistical analysis.Next,based on the sample data,the maximum likelihood estimation method was used to explore the factor analysis of AMOS21.0.On this basis,according to the theoretical model,the goodness of fit index is calculated,and then the model is modified.Finally,the ideal model of Mapping APP stickiness behavior is derived.According to the parameter estimation results of the ideal model,the original hypothesis is verified:(1)TAM and path dependence theory can be used to analyze the influential factors of stickiness behavior on Tourism Mapping APP using.(2)The factors of TAM and Dependence theory have positive effects on stickiness behavior by a mediating variable named CUI(Continuous Using Intention).(3)PEOU(Perceived Ease of Use)and PU(Perceived Usefulness)both have positive effects on SOT(Satisfaction of Technology),and the estimate of PEOU is higher than PU.(4)PP(Personal Preference)and SC(Switching Cost)have a significant impact on CUI,and PP is negative,SC is positive.(5)PU has no effect on CUI.At the end of research,according to the results of the hypothesis and the social development background and demand,it suggests that it is significant for tourism Mapping APP operators to focus on technology developing and marketing.