An Empirical Study Of The Willingness To Use The Travel Booking Mobile Application(APP) From The Perspective Of User Experience

At the moment,smart tourism is booming,and the combination of tourism and the Internet is getting closer.According to the China Internet Network Development Report released by China Internet Network Information Center(CNNIC),in the field of travel booking,the number of netizens who have booked train tickets,hotels,air tickets or travel and holiday products online in the first half of 2018 It reached 393 million with a growth rate of 4.5%.By analyzing the relevant data,we can find that under the background of deep integration of the Internet and various fields of the society,the mobile Internet has become the mainstream,and a large number of users have become accustomed to related consumption on the mobile side,and the major platforms are exerting mobile terminals.It has long been a trend in various industries.In the context of travel bookings,national consumption upgrades and smart travel,more potential travel needs are being spurred.A large number of travel booking companies are fiercely competing for new market heights.This paper takes the travel booking APP as the research object,based on the technical model theory,the expectation confirmation theory,the SOR paradigm,and builds the user experience as the independent variable,the user satisfaction as the mediator variable,the user's willingness to use as the dependent variable,and the conversion cost as the adjustment.Variables and demographic characteristics are theoretical models of control variables.In the context of travel booking APP,the user experience of this paper is divided into five dimensions:useful experience,ease of use experience,visual experience,interactive experience,and emotional experience.The five dimensions will be verified through empirical research.The relationship between satisfaction,willingness to use,and conversion costs.In terms of empirical research,based on the research results of literature and theory,this paper takes the people who use the travel booking APP as the research object,and distributes the original data through the online questionnaire.Then use SPSS20.0 and AMOS23.0 and other mathematical statistics tools to analyze the data of the sample,verify the rationality of the model and the logical relationship between the variables,and correct the research model.The conclusions of the study show that the four user experience dimensions of useful experience,ease of use experience,interactive experience and emotional experience have a significant positive impact on user satisfaction and user's willingness to continue to use:' user satisfaction is continuously used in user experience and users.The willingness plays a part in the intermediary role;the conversion cost has a regulatory effect on the relationship between user satisfaction and the willingness to continue to use;different individual characteristics are established for the hypothetical part of the theoretical model with significant differences.Based on the above conclusions and the corresponding scholars'research results,this paper analyzes the causes and puts forward the following suggestions for the tourism platform enterprise managers:pay attention to the construction of tourism atmosphere,stimulate emotional experience;create interactive communication community,mobilize social experience;improve user system Construction,increase conversion costs;deepen basic product services and enhance functional experience.