【摘要】：當前移動智能設(shè)備的飛速發(fā)展正加速改變著人們的生活方式。而專門為移動智能設(shè)備研發(fā)的應用程序結(jié)合移動智能設(shè)備的傳感器和移動互聯(lián)網(wǎng)服務(wù),極大的方便了人們獲取各類服務(wù)。旅游業(yè)作為傳統(tǒng)的信息密集產(chǎn)業(yè)在這股浪潮中也發(fā)生著翻天覆地的變化,與之相對應的旅游移動應用能夠為使用者提供旅游全程的支持。 然而這一領(lǐng)域的競爭也是非常殘酷的,一款應用能否被更多的用戶接受已經(jīng)成為了應用開發(fā)者關(guān)注的核心。因此,本文選取自助游用戶這一經(jīng)常使用旅游移動應用的群體為研究對象,以期發(fā)現(xiàn)影響用戶接受和使用旅游移動應用的影響因素。 本研究以整合技術(shù)接受模型為主要理論基礎(chǔ),結(jié)合感知互動理論,感知風險理論首先確定影響旅游移動應用行為意愿的六個維度,然后通過實證研究等社會科學研究方法的綜合運用,梳理了感知有用性、感知易用性、感知互動性、主觀規(guī)范、支持條件、感知風險對于使用意愿和實際行為之間的邏輯關(guān)系。 通過對研究數(shù)據(jù)的分析,本研究得出以下主要結(jié)論：1、感知有用、感知易用、感知互動、主觀規(guī)范對使行為意愿產(chǎn)生顯著的正向影響,2、感知有用和支持條件直接對實際行為產(chǎn)生正向影響。3、行為意愿對感知易用、感知互動、主觀規(guī)范對實際行為起完全中介作用4、行為意愿對感知有用對實際行為起部分中介作用,感知風險對行為意愿和實際行為沒有相關(guān)性。
[Abstract]:At present, the rapid development of mobile intelligent devices is accelerating to change people's way of life. And the application program specially developed for mobile intelligent device combines the sensor of mobile intelligent device and mobile Internet service, which greatly facilitates people to obtain all kinds of services. Tourism, as a traditional information-intensive industry, is also undergoing tremendous changes in this wave, and the corresponding mobile tourism application can provide users with the support of the whole travel process. However, the competition in this field is also very cruel. Whether an app can be accepted by more users has become the core concern of application developers. Therefore, this paper selects the self-visiting users, who often use tourism mobile applications, as the research object, in order to find out the factors that affect the users' acceptance and use of tourism mobile applications. Based on the integrated technology acceptance model and the cognitive interaction theory, this study first determines the six dimensions that affect the behavior intention of tourism mobile application. Then through the comprehensive application of social science research methods such as empirical research, this paper combs the logical relationship between perceived usefulness, perceived usability, perceived interactivity, subjective norms, support conditions, perceived risk to use willingness and actual behavior. Based on the analysis of the data, the main conclusions are as follows: 1. Perceived usefulness, perceived ease of use, perceived interaction, and subjective norms have significant positive effects on behavioral willingness. Perceived usefulness and support conditions have a direct positive impact on actual behavior. 3. Behavior intention is easy to use for perception, perceived interaction, subjective norms play a complete intermediary role in actual behavior. Behavioral intention plays a part intermediary role in perceived usefulness, while perceived risk has no correlation with behavioral will and actual behavior.
【學位授予單位】：浙江大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F590;TP311.56

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