A Study On The Factors Influencing The Willingness To Consistently Use The Tourism Booking App

With the great reduction of network traffic dividends,the online tourism market has been in fierce competition with stock users.Online tourism platforms need to face a large number of user complaints due to the fixed weakness and resist the large-scale invasion of the new cross-border forces.Thus,it is most important for all kinds of tourism reservation APPs to reserve regular users.Based on the review analysis of the literature,it is built with a research model based on the information system persistent application modeling(ECM-ISC)and innovatively introduced with the perceived iterative innovation factor,so that this factor could be successfully applied to the research of the influencing factors of the users’willingness of continuous usage of tourism reservation APPs.There is questionnaire research for the users in such mainstream tourism reservation APPs as Ctrip,Meituan,TravelGo,Qunar and Fliggy to gain the data of use reflection.The statistical analysis tools of SPSS and AMOS are applied for the data analysis to draw a conclusion:the satisfaction of the users of tourism reservation APPs,perceived usefulness and perceived iterative innovation has a positive impact on the willingness of continuous usage;while the expectation confirmation degree,perceived usefulness and perceived iterative innovation has a positive impact on the satisfaction.Furthermore,an analysis utilizing the single-factor variance method in SPSS software was conducted on the four control variables proposed in the study:age,educational background,annual tourism expenditure,and app usage frequency.It was discerned that the data groups segmented by age and annual tourism expenditure did not exhibit a significant impact on the variables within the research model.Nevertheless,considerable disparities were detected in the influence of different educational groups on the perceived iterative innovation variable and the varying app usage frequency groups on the satisfaction variable.Drawing from these research conclusions,several strategic suggestions have been proposed for operators of booking-type tourism apps.These include augmenting the development of distinctive products at the upstream supply end to cater to the continually growing new demands of users;enhancing the level of intelligence to heighten user expectation confirmation;amplifying the innovative attributes of product iterations.Lastly,it is advised that the aspiration to boost user satisfaction should not merely serve as a slogan.