Research On Influencing Factors Of Tourists’ Willingness To Use Shared Cars Based On Modified UTAUT Model

With the boom in tourism and the growing number of car owners,more and more tourists are choosing to travel by car.This phenomenon has exacerbated the problem of carbon emissions from tourism.In the context of the fast development of internet technology,sharing economy has swept the world as a new business model.As a typical representative of sharing economy,car sharing has a positive impact on social development.As a new tourism transportation mode,car sharing has many advantages and competitiveness.It can not only bring tourists more free,flexible and low-cost travel experience,but also reduce carbon emissions of tourism and alleviate traffic congestion.It has great development potential and broad application prospects.At present,there is a lot of research on tourism transportation and car sharing in China,but few literature combine the two to discuss the willingness of shared cars from the perspective of tourists’ perception.The purpose of this study is to clarify the influencing factors of tourists’ willingness to use shared cars,so as to provide reference basis and policy inspiration for improving the role of shared cars in tourism.Based on UTAUT model,referring to the existing research of tourism traffic,combined with the characteristics of car sharing,increase the risk perception,cost perception and environmental perception three independent variables,based on the original model for tourists to use car sharing willingness model,according to the model and mature scale,related hypothesis,questionnaire design and research,analyze the questionnaire data using SPSS 24.0and AMOS 24.0 software,to test the model hypothesis.The study found that the performance expectation has a significant positive impact on tourists’ willingness to share cars through perceived trust;the convenience condition has a significant positive impact on tourists’ willingness to share cars;the risk perception has a significant negative impact on tourists’ willingness to share cars through attitude;The perception of costs has a significant positive effect on the willingness of tourists to share their cars;the perception of the environment has a significant positive effect on the willingness of tourists to use the car;the effort performance and social impact has no direct or indirect impact on the use of tourists’ shared cars.According to the results of the data analysis in this study,combined with the domestic tourism traffic situation and the development status of shared cars,suggestions are put forward for the shared car platforms,scenic spots and the government.The car-sharing platform should take a series of measures,such as the transparency and competitiveness of the use fee,take cost reduction measures,establish a sound credit system,and adopt the form of tourism package with tourist attractions,to improve the perception of the use cost of car sharing by tourists;Starting with the hardware and software,Improve the safety of driving,driving and software operation of shared cars,Reduce risk perception;Seeking ways to promote inter-industry cooperation,Accelerate infrastructure development,Enhance the convenience of car-sharing conditions;Improve the driving and software operation experience,Improve the facility layout,Attach importance to the convenience,practicality and comfort of car-sharing services,To meet the required performance expectations of tourists;Focus on promoting the environmental benefits of shared cars,To enhance the environmental awareness of tourist car-sharing,Tourists are encouraged to travel using shared cars.