The Study Of Avoidance Response Of Socialized Tourism APP Based On S-O-R Theory

With the rapid development of e-commerce travel and mobile phone applications,social travel APP has already been incorporated into people's lives,however,the outbreak of negative events again and again.According to iResearch data,in the second quarter of2017,the online travel market as a whole slowed down and the growth rate of transaction volume decreased by 3.9%.The online travel platform started to look for another way.Ctrip events,bundling sales,information disclosure,etc.,so that people have to re-consider the use of this tourism APP.At present,the research on tourism APP mostly focuses on the study of technical performance,applicability,service content,user requirements,security,variable dimension,download,satisfaction and usage behavior,and lack of research on the current negative news background users research on avoidance response.First of all,through analyzing the background,this article proposes to solve the problem: the specific influencing factors of the user's avoidance behavior;how they function;what the user's preference behavior is in the end;and what kind of countermeasures the operator needs to take.Then,this paper uses the literature research method to combine social tourism,based on literature review,taking three aspects of technical characteristic factors,environmental characteristic factors and quality characteristic factors as external stimuli,trust and perceived risk as the internal state of the organism,and based on the theory of S-O-R(stimulus-organism-reponse)user evasive behavior research model.Finally,questionnaires were used to collect the questionnaires,and the model was validated using SPSS22.0 and AMOS22.0.The results show that: Sociability,user experience and social culture are positively related to trust,but negatively affect perceived risk;perceived risk negatively affects trust significantly;trust is negatively affecting users' evasion behavior,and perceived risk and circumvention are positive Significantly related.Accordingly,this article provides relevant strategies for socialized tourism APP: pay attention to the development and optimization of tourism APP functions,strengthen brand extension;pay attention to community influence and individual customization,build and optimize high-quality user experience;promote using social cultural background;strengthen thesupervision of suppliers.This study has broken through the ideas of previous studies,starting from the negative,the needs of application users,and combining the study of cultural and environmental factors,having practical guidance for the functional development and design and marketing of social tourism APP.