The Effect Of Personalized Service Of OTA App On Users' Continuous Use Behavior

With the development of "smart tourism" and tourism e-commerce,all kinds of OTA Apps are emerging,whose user groups are also growing.However,due to the homogenization of OTA Apps,many OTA Apps will be easily replaced by new ones soon after they are launched.How to make OTA App stand out from abundant similar platforms,and how to make users have continuous use behavior have become the key to the success of OTA App operation.In popular and individual tourism era,tourists have increasingly high standards and requirements for personalized tourism services.Whether the personalized services provided by OTA App have an impact on users' continuous use and the intensity of the impact are the focus of this paper.Firstly,this paper uses the literature method to sort out the relevant theories of users' use behavior and user stickiness,and analyze the concepts of OTA App,personalized service and continuous use behavior.Based on the technology acceptance model,combined with the theory of 4I principle of Internet integrated marketing,"personalized service" factor is introduced to construct a structure model which covers six factors including perceived usefulness,perceived ease of use,use attitude,intention of continuous use,behavior of continuous use and personalized service.This paper selects the "Online Guide" service product developed by Ctrip,an online travel service provider,as a case of personalized service,and collects first-hand user data in the form of online questionnaire.SPSS22.0 and AMOS24.0 were used to analyze the sample data,and structural equation model was used to verify the conceptual model of this study.Finally,the model fitting degree was high,and most of the proposed assumptions were verified.The results show that:(1)The personalized service of "Online Guide" has a significant impact on the user's continuous use behavior.Personalized service is an effective way to enhance the user's app experience and increase user stickiness.While enhancing the basic functions of the app,OTA app operators should innovate and launch personalized services according to the market demand,enrich the product functions,so as to win the first chance in the fierce competition of the OTA app market.(2)Compared with the usefulness and ease of use of App,the personalized service "Online Guide" has relatively little effect on users' continuous use behavior.The results demonstrate whether users continue to use an OTA app depends on whether the app is practical in terms of searching information,scheduling,bookingproducts,and whether the app's operability meets users' needs.(3)Users hold a positive evaluation on the personalized service of Ctrip's "Online Guide",but there is still a lot of room for improvement.Ctrip's "Online Guide" should provide personalized services that are more suitable for users' psychology from the point of view of users,and constantly meet the needs of users so as to enhance their stickiness.Based on the above research conclusions,this paper puts forward the following suggestions for the online travel service provider's app management and operation:Stimulate the use intention,retain loyal users;Strengthen the participation and interaction,enhance the level of activity;Improve the user profile,accurately customize the personality;Innovate the product differences,find the market positioning.Finally,this paper puts forward the limitations and prospects of the study,which provide reference for the follow-up study.