Research On Users' Continuous Use Intention Of The Transactional Travel Websites Based On TAM

With the popularization of the Internet technology and smart phones,traditional forms of tourism services and consumption mechanisms have gradually changed.Online travel websites have emerged as the times require,and occupy an increasingly important market position in the tourism field.Transactional travel websites have become an important choice for popular travel,but a significant percentage of users turn into silent users after initial use and no longer bring value to online travel businesses.Users' continuous use behavior is critical to the development of online travel businesses in the field of online travel research.Therefore,this study takes the user's continuance intention as the research entry point,and builds a research model based on the technology acceptance model theory to cover the perceived ease of use,perceived usefulness,perceived enjoyment,trust,satisfaction,and continuance intention.This study also focus on the influencing factors and driving paths of the users' continuance intention of the transactional travel website,and introduces multi-dimensional perceived risk as a moderator variable,in order to enrich the research results in the online tourism field and provide an effective and theoretical basis for the development of transactional travel websites.This study conducted a questionnaire survey on 575 users with experience in transactional travel websites,and used SPSS19.0,AMOS22.0 or other data analysis tools for descriptive statistical analysis,reliability and validity analysis,regression analysis and model testing.The following research conclusions are drawn:(1)The user's perceived ease of use on transactional travel websites is positively affecting perceived usefulness and perceived enjoyment;The user's perceived usefulness is positively affecting perceived enjoyment;(2)The user's perceived ease of use,perceived usefulness and perceived enjoyment of the travel website are positively affecting their trust,satisfaction and continuance intention;(3)The users' trust and satisfaction with transactional travel websites are positively affecting their continuous use intention;(4)There are multiple levels of mediation between users' perceived ease of use and continuous use intention for transactional travel websites;(5)Multidimensional perceived risk is an important moderator variable that restricts consumers from accepting transactional travel websites.Among them,financial risk,product risk,psychological risk,privacy risk and social risk all have negative regulation effects;time risk does not play a regulatory role.This study empirically tests the influencing factors and driving mechanisms of the continuous use intention for the transactional travel website,expands the theory of technology acceptance model.This study divides perceived risk into multiple dimensions and validates the regulatory effect on users' attitudes and behavior of transactional travel websites.The effect expands the existing mechanism of perceived risk.According to the research conclusions,the development suggestions oftransactional travel websites are proposed from the aspects of satisfying the ease of use,usefulness and enjoyment of transactional travel websites,cracking online travel trust crisis,improving online travel user satisfaction and optimizing online service capabilities.