A Study On The Determinants To Use The Mobile Map

Travel is an indispensable behavior in people's daily life.With the development of social economy,people's demand for travel is increasing.The growth of travel demand promotes the progress of travel information service tools.Mobile map for travel information service plays an increasingly important role in people's travel because of its portable,easy to use,comprehensive data and other characteristics.On the other hand,in the era of mobile internet,mobile map,as a natural traffic entry,has become the a small number of field of direct face-to-face competition for technology giants.Firstly,the research combs the domestic and foreign academic literature on mobile map research,and finds that domestic research mainly focuses on technology development,development prospects and profit models,foreign research on location-based service software from the perspective of users has been studied,but the number is small.Therefore,it is of theoretical and practical significance to study mobile map from the perspective of users.Secondly,this paper combs the theory of intention to use,and finds that scholars' research ideas are mainly based on the classical technology acceptance model,introducing other variable construction models which are consistent with the characteristics of the object of study,and then verifying the model by empirical research.After collecting the sample data,the empirical analysis of the data is carried out.Firstly,the reliability and validity of the samples are tested,and then the correlation analysis and regression analysis are carried out.The correlation analysis shows that perceived ease of use,perceived usefulness,perceived interest and network externalities are positively correlated with intention to use,while perceived cost and perceived risk are negatively correlated with intention to use.Regression analysis shows that perceived ease of use,perceived usefulness,network externalities and perceived risk have significant effects on mobile map users' intention to use mobile map.The order of impact from high to low is perceived ease of use,perceived usefulness,network externalities and perceived risk.Among them,the impact of perceived risk is negative.At the same time,users of different gender,age,educational background,residence and income have different effects on users'perception.Based on the conclusion of empirical analysis,the following suggestions are put forward for mobile map manufacturers to develop mobile map software:improve the smoothness of software operation,the accuracy of positioning and the scientific nature and conciseness y of interface design,so as to improve the ease of use of mobile map;improve the coverage,accuracy and recall of map data to enhance the usefulness of mobile map;develop word-of-mouth marketing,make full use of network externalities;collect personal information rationally to reduce the perceived risk of mobile map;introduce virtual reality technology to enhance the interesting of mobile map;finally,realize the personalized settings of users.