本文選題：用戶粘性 + 地圖類旅游APP　； 參考：《西南大學(xué)》2017年碩士論文

【摘要】：旅游業(yè)作為一項(xiàng)綜合性產(chǎn)業(yè),是拉動(dòng)國民經(jīng)濟(jì)增長的重要?jiǎng)恿�。目�?全球范圍內(nèi)正在經(jīng)歷新一輪的產(chǎn)業(yè)與科技革命。其中代表性的互聯(lián)網(wǎng)產(chǎn)業(yè)正在深刻地改變著世界經(jīng)濟(jì)發(fā)展和人們的生產(chǎn)生活,并為全球旅游業(yè)發(fā)展帶來了全新變革。旅游業(yè)與互聯(lián)網(wǎng)的深度融合發(fā)展已經(jīng)成為不可阻擋的時(shí)代潮流,旅游業(yè)與互聯(lián)網(wǎng)的融合催生了眾多的互聯(lián)網(wǎng)產(chǎn)品。隨著移動(dòng)網(wǎng)絡(luò)的迅速發(fā)展與全面覆蓋,移動(dòng)設(shè)備端布局已經(jīng)成為智慧旅游的重要實(shí)現(xiàn)途徑,搭載在移動(dòng)設(shè)備端的旅游APP也成為“旅游+互聯(lián)網(wǎng)”發(fā)展的重要載體。其中,手機(jī)地圖APP以其定位、導(dǎo)航、引導(dǎo)等多重優(yōu)勢功能已經(jīng)成為自助旅游必不可少的旅游APP�！坝脩粽承浴笔呛饬坑脩魧Ξa(chǎn)品持續(xù)使用意愿和忠誠度的重要指標(biāo),對于企業(yè)形象塑造和產(chǎn)業(yè)發(fā)展起著關(guān)鍵的作用。在互聯(lián)網(wǎng)高速發(fā)展的當(dāng)下,各類互聯(lián)網(wǎng)產(chǎn)品層出不窮,產(chǎn)品更新?lián)Q代速度極快,用戶粘性研究已成為企業(yè)關(guān)注的焦點(diǎn)。對于地圖類旅游APP而言,把握地圖類旅游APP用戶粘性的影響因素,是實(shí)現(xiàn)地圖APP企業(yè)發(fā)展與旅游業(yè)智慧化發(fā)展的重要實(shí)現(xiàn)途徑。本研究以旅游者對地圖APP的用戶粘性為關(guān)注點(diǎn),從旅游者持續(xù)使用意愿切入�；诩夹g(shù)接受模型和路徑依賴?yán)碚?了解旅游者持續(xù)使用意愿,構(gòu)建地圖類旅游APP用戶粘性理論模型,提出相關(guān)假設(shè)。采用小組討論得出的問卷進(jìn)行預(yù)調(diào)研,使用SPSS19.0對預(yù)調(diào)研數(shù)據(jù)進(jìn)行探索性因子分析和描述統(tǒng)計(jì)分析,刪除無效題項(xiàng),擬定正式調(diào)查問卷;通過網(wǎng)絡(luò)平臺和實(shí)地調(diào)查獲取正式問卷樣本,并對樣本進(jìn)行統(tǒng)計(jì)分析。以樣本數(shù)據(jù)為基礎(chǔ),采用最大似然估計(jì)法,使用AMOS21.0進(jìn)行驗(yàn)證性因子分析。根據(jù)假設(shè)模型參數(shù)估計(jì)結(jié)果,對模型進(jìn)行修正,最終得出地圖類旅游APP用戶粘性的理想模型。根據(jù)理想模型的參數(shù)估計(jì)結(jié)果驗(yàn)證原有假設(shè),驗(yàn)證結(jié)果表明:(1)技術(shù)接受模型和路徑依賴?yán)碚撨m用于地圖類旅游APP用戶粘性影響因素的探討。(2)持續(xù)使用意愿是技術(shù)接受影響因素和路徑依賴影響因素影響用戶粘性的中介變量。(3)感知易用性、感知有用性通過技術(shù)滿意度對持續(xù)使用意愿產(chǎn)生正向的影響作用,且感知易用性的路徑系數(shù)大于感知有用性路徑系數(shù)。(4)個(gè)人偏好和轉(zhuǎn)換成本對持續(xù)使用意愿具有顯著的影響作用,個(gè)人偏好對其影響作用為負(fù)向,轉(zhuǎn)換成本對其影響作用為正向。(5)感知有用性對持續(xù)使用意愿不產(chǎn)生直接影響作用。最后,根據(jù)假設(shè)驗(yàn)證結(jié)果,依據(jù)社會發(fā)展背景和需求,對地圖APP企業(yè)的技術(shù)開發(fā)思路提出如下建議:關(guān)注地圖APP易用性與有用性建設(shè);充分了解旅游者偏好與市場需求;關(guān)注自助游市場的地圖APP用戶粘性行為。
[Abstract]:Tourism as a comprehensive industry, is an important driving force to stimulate the growth of the national economy. At present, the world is experiencing a new round of industrial and technological revolution. The representative Internet industry is profoundly changing the world economy and people's production and life, and has brought new changes to the global tourism development. The deep integration of tourism and the Internet has become an irresistible trend of the times, and the combination of tourism and the Internet has given birth to numerous Internet products. With the rapid development and comprehensive coverage of mobile networks, the layout of mobile devices has become an important way to achieve intelligent tourism, and the tourism APP carried on the mobile devices has become an important carrier of the development of "tourism Internet". Among them, mobile phone map APP has become an indispensable travel app for self-service travel with its many advantages such as positioning, navigation, guidance and so on. "user stickiness" is an important index to measure the user's willingness and loyalty to the continuous use of the product, and plays a key role in shaping the enterprise image and developing the industry. With the rapid development of the Internet, various kinds of Internet products emerge in endlessly, the speed of product upgrading is very fast, and the research of user stickiness has become the focus of enterprises. For map tourism APP, it is an important way to realize map APP enterprise development and tourism industry wisdom development to grasp the influencing factors of map tourism APP user stickiness. This study focuses on the user stickiness of tourists to map APP. Based on the technology acceptance model and the path dependence theory, this paper studies the tourists' willingness to use continuously, constructs the APP user stickiness theory model of map tourism, and puts forward the relevant assumptions. Using the questionnaire of the group discussion to carry on the preliminary investigation, using the SPSS19.0 to carry on the exploratory factor analysis and the description statistical analysis to the pre-survey data, delete the invalid item, draw up the formal questionnaire; Through the network platform and field survey to obtain the formal questionnaire samples, and statistical analysis of the samples. Based on the sample data, the method of maximum likelihood estimation and AMOS21.0 are used for confirmatory factor analysis. According to the estimation results of the assumed model parameters, the model is modified, and finally, the ideal model of map tourism APP user stickiness is obtained. According to the parameter estimation results of the ideal model, the original hypothesis is verified. The results show that the technology acceptance model and path dependence theory are applicable to the impact factors of map tourism APP users' stickiness. 2) the willingness to continue using is the influence factor of technology acceptance and path dependence. Sex mediating variable. 3) perceived ease of use, Perceived usefulness has a positive effect on the willingness to use continuously through technical satisfaction. Moreover, the path coefficient of perceived usability is greater than that of perceived usefulness path. 4) personal preference and conversion cost have a significant effect on the willingness to use continuously, and personal preference has a negative effect on it. The effect of conversion cost on it is positive. 5) perceived usefulness has no direct effect on the intention of sustainable use. Finally, according to the hypothesis verification result, according to the social development background and demand, the paper puts forward the following suggestions to map APP enterprise's technological development: pay attention to the construction of map APP usability and usefulness, fully understand tourists' preference and market demand; Pay attention to the map APP user stickiness behavior in the self-visiting market.
【學(xué)位授予單位】：西南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F592;F49;F274

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本文編號：1836525