Research On Factors Influencing Users' Continuance Intention To Use Online Travel Community

With the continuous development of economic activities and tourism industry,the public's requirements for the quality of tourism activities have also increased.They pursue a personalized travel experiences and advocate their own planning of tourist routes.At the same time,the large-scale increase in Internet penetration provid the necessary conditions for the emergence and development of virtual communities.The vast majority of Internet users obtain travel information through the network,online travel booking quantity and online travel market trading scale keep climbing.A large number of users gather together,communicate with each other,create and exchange information,meet the needs of users' information inquiry,route planning,sharing travel experience,and making friends with other people.However,there are a large number of online travel communities.Under the Internet era,it won't cost the user too much if they want to transfer to another online community.The online tourism industry has entered the warfare of sticky.As the Internet traffic dividend gradually subsides,cultivating user stickiness has become an important issue for the online tourism industry to consider.Under these conditions,how to maintain the number of active users in the community,expand the flow of users,and increase their continuance usage of the online travel communities will be a great challenge for the operators of tourism virtual communities.Based on the Expectation Confirmation model,D&M and the Uses and gratifications theory,this paper integrates the subjective norm in the theory of planned behavior and introduces two perceived variables,perceived ease of use and perceived entertainment,to investigate the factors that affect the tourists' continuance usage intention.Finally,nine factors affecting users' continuance usage were determined.Therefore,theconceptual model that affects tourists' willingness to continue to use virtual communities isproposed.Research hypotheses are raised according to previous studies.In the empirical research,this study is based on the existing literature and theoretical research results.This research takes the famous tourist virtual communities such as Mafengwo,Quer and C-trip community as the research object,and using online and offline questionnaires to collect the data.We used structuralequation model to validate the proposed model and hypotheses.Our study shows that information quality is the key factor affecting the perceived usefulness;the quality of service has an important impact on perceived entertainment,and perceived entertaiment significantly affects the continuance usage intention;perceived ease of use has no significant influence on perceived usefulness and continuance usage intention;subjective norms have no significant influence on the continuance usage intention;perceived usefulness,perceived entertainment,and expectation confirmation significantly affect the users' satisfaction;perceived usefulness,perceived entertainment,and satisfaction significantly affect users' continuance usage intention.Based on the above conclusions,this study puts forward some suggestions on the future management of online travel communities,hoping to be beneficial to the sustainable and healthy development of the.community.First of all,we should improve the quality of the content of the community and dig value of information.In addition,measures should be taken to improve the service mode and service content of virtual community.Last but not least,we should innovate the application of the online travel community.