本文選題：旅游移動商務(wù)　切入點：態(tài)度　出處：《北京交通大學(xué)》2015年碩士論文

【摘要】：我國的旅游業(yè)正處在蓬勃發(fā)展的新時期,以新型互聯(lián)網(wǎng)絡(luò)、移動通訊技術(shù)為代表的現(xiàn)代科技正深刻地變革著旅游業(yè)的發(fā)展進程。旅游移動商務(wù)是移動電子商務(wù)和旅游業(yè)的結(jié)合,迅速成為行業(yè)熱點,已被廣泛接受和使用。2014年4G移動網(wǎng)絡(luò)正式在我國推出,旅游移動商務(wù)的使用更為普遍和頻繁,游客對旅游移動商務(wù)的心態(tài)和需求產(chǎn)生了新變化,對使用旅游移動商務(wù)態(tài)度的研究具有重要的理論研究價值、實踐應(yīng)用價值和管理決策價值。 本研究選取自助游客的角度,通過定性研究與定量研究相結(jié)合的方法,基于前人理論研究的基礎(chǔ),建立旅游移動商務(wù)態(tài)度研究模型,引入感知旅游移動商務(wù)有用、感知旅游移動商務(wù)易用、感知旅游移動商務(wù)安全、感知旅游移動商務(wù)成本、自助游經(jīng)驗、感知旅游移動商務(wù)娛樂、個人形象等影響因子,并提出假設(shè),通過問卷采集的方式收集數(shù)據(jù),進行因子分析,進而對以上影響因子進行假設(shè)檢驗,從而得出研究結(jié)論。 研究發(fā)現(xiàn)：(1)感知旅游移動商務(wù)有用、感知旅游移動商務(wù)易用、個人形象、自助游經(jīng)驗、感知旅游移動商務(wù)娛樂、感知旅游移動商務(wù)安全、感知旅游移動商務(wù)成本對使用旅游移動商務(wù)態(tài)度和意愿具有顯著影響,其中感知旅游移動商務(wù)有用的影響最為顯著。(2)自助游客對旅游移動商務(wù)的態(tài)度越積極、越正面,其使用旅游移動商務(wù)的意愿就越強烈。(3)自助游客使用移動商務(wù)的經(jīng)驗僅對感知旅游商務(wù)娛樂這一因子具有影響,而在整體上對其使用旅游移動商務(wù)的態(tài)度和意愿不存在顯著影響。 根據(jù)以上結(jié)論,本研究針對旅游移動商務(wù)的發(fā)展,對相關(guān)企業(yè)和部門提出以下建議；(1)切入用戶真實需求,提升信息數(shù)量和質(zhì)量,提高有用性；(2)合理設(shè)計功能和操作方式,提高易用性；(3)豐富社交化功能,滿足用戶個性化展示；(4)提供人性化、娛樂化的交互方式；(5)使用多種手段提高產(chǎn)品安全系數(shù)。
[Abstract]:China's tourism industry is in a new period of vigorous development. Modern technology, represented by a new type of Internet and mobile communication technology, is profoundly changing the development process of tourism.Tourism mobile commerce is a combination of mobile electronic commerce and tourism, which has become a hot spot of the industry and has been widely accepted and used. In 2014, 4G mobile network was officially launched in China, and the use of tourism mobile commerce is more common and frequent.New changes have been made to the psychology and demand of tourist mobile commerce, which has important theoretical research value, practical application value and management decision value for the study of using tourism mobile commerce attitude.This research selects the self-help tourist angle, through the qualitative research and the quantitative research unifies the method, based on the predecessor theory research foundation, establishes the tourism mobile business attitude research model, introduces the perception tourism mobile commerce to be useful.Perception of tourism mobile commerce easy to use, perceived tourism mobile commerce security, perceived tourism mobile commerce costs, travel experience, perceived tourism mobile business entertainment, personal image and other factors, and put forward assumptions,The data are collected by questionnaire and factor analysis is carried out, and then the hypothesis test of the above influencing factors is carried out, and the conclusion is drawn.The study found that perceiving tourism mobile commerce is useful, perceived tourism mobile commerce is easy to use, personal image, self-help travel experience, perceived tourism mobile business entertainment, perceived tourism mobile commerce security,The perceived cost of tourism mobile commerce has a significant impact on the attitude and willingness to use tourism mobile commerce, among which the perceived impact of tourism mobile commerce is the most significant. 2) the more positive the attitude of self-help tourists towards tourism mobile commerce is, the more positive it is.The stronger the willingness to use mobile commerce is, the more the experience of self-help tourists using mobile commerce has an effect on the perception of tourism business entertainment.However, there is no significant influence on its attitude and willingness to use mobile commerce.Based on the above conclusions, this study aims at the development of tourism mobile commerce, and puts forward the following suggestions to the relevant enterprises and departments: (1) to cut into the real needs of users, to improve the quantity and quality of information, and to improve the usefulness of mobile commerce.Improve ease of use / 3) enrich the social function, meet the user's individualized display / 4) provide a humanized and entertainable interactive mode (/ 5) use various means to improve the safety factor of the product.
【學(xué)位授予單位】：北京交通大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F592;F724.6

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