【摘要】：移動(dòng)出行應(yīng)用通過(guò)產(chǎn)品服務(wù)和人工智能技術(shù)有效地提升了公眾出行效率、降低了公眾出行成本、改善了出行服務(wù)質(zhì)量。然而,隨著行業(yè)的發(fā)展和監(jiān)管政策的出臺(tái),大部分移動(dòng)出行APP面臨著業(yè)務(wù)發(fā)展緩慢、用戶(hù)數(shù)量、訂單數(shù)量嚴(yán)重下降、行業(yè)同類(lèi)競(jìng)品沖擊等問(wèn)題。因此,保持用戶(hù)對(duì)移動(dòng)出行應(yīng)用的持續(xù)使用,探究用戶(hù)對(duì)移動(dòng)出行應(yīng)用持續(xù)使用的影響因素,具有深刻的理論和現(xiàn)實(shí)意義。本文以整合型技術(shù)接受模型為基礎(chǔ),提出了關(guān)于移動(dòng)出行應(yīng)用持續(xù)使用行為影響因素模型。特別地,根據(jù)我國(guó)移動(dòng)出行市場(chǎng)、服務(wù)公司數(shù)據(jù),研究對(duì)持續(xù)使用行為進(jìn)行量化研究并且以用戶(hù)使用時(shí)長(zhǎng)、用戶(hù)使用頻次為劃分標(biāo)準(zhǔn)對(duì)樣本數(shù)據(jù)進(jìn)行分組,基于本文的模型和假設(shè)分別對(duì)全體樣本數(shù)據(jù)、對(duì)照組樣本數(shù)據(jù)進(jìn)行實(shí)證分析。本文重點(diǎn)研究具有不同使用特征用戶(hù)對(duì)移動(dòng)出行APP的持續(xù)使用行為影響因子、影響路徑以及影響顯著性程度。然后,本文根據(jù)實(shí)證分析結(jié)果對(duì)三組樣本進(jìn)行對(duì)比分析并驗(yàn)證了績(jī)效期望、感知價(jià)值、努力期望對(duì)持續(xù)使用意愿的正向影響;感知風(fēng)險(xiǎn)對(duì)持續(xù)使用意愿的負(fù)向影響;使用場(chǎng)景、持續(xù)使用意愿對(duì)持續(xù)使用行為的正向影響以及感知風(fēng)險(xiǎn)對(duì)持續(xù)使用行為的負(fù)向影響。最后,根據(jù)實(shí)證、對(duì)比分析結(jié)果并結(jié)合移動(dòng)出行行業(yè)現(xiàn)狀,本文從產(chǎn)品服務(wù)模式、數(shù)據(jù)運(yùn)營(yíng)體系、線(xiàn)上場(chǎng)景構(gòu)建、安全風(fēng)控機(jī)制以及個(gè)性化場(chǎng)景推薦五個(gè)方面對(duì)移動(dòng)出行應(yīng)用的發(fā)展提出合理化建議。研究一方面對(duì)移動(dòng)出行領(lǐng)域的用戶(hù)行為研究提供了實(shí)證參考,另一方面為移動(dòng)出行服務(wù)運(yùn)營(yíng)者提升服務(wù)質(zhì)量、增加用戶(hù)黏性、完善安全機(jī)制、擴(kuò)展業(yè)務(wù)場(chǎng)景提供了可行性方案。
[Abstract]:Mobile travel application can effectively improve public travel efficiency, reduce public travel cost and improve travel service quality through product services and artificial intelligence technology. However, with the development of the industry and the introduction of regulatory policies, most mobile travel APP is faced with the problems of slow development of business, number of users, serious decline in the number of orders, impact of similar competition products in the industry, and so on. Therefore, it is of profound theoretical and practical significance to keep users' continuous use of mobile travel applications and to explore the influencing factors of users' sustainable use of mobile travel applications. Based on the integrated technology acceptance model, this paper presents a model about the factors influencing the behavior of mobile travel applications. In particular, according to the data of mobile travel market and service company in our country, the paper makes a quantitative study on the continuous use behavior and groups the sample data according to the user usage time and frequency. Based on the model and hypothesis of this paper, the sample data of the whole group and the control group are analyzed empirically. This paper focuses on the influence factors, path and significance of users with different usage characteristics on mobile trip APP. Then, according to the results of empirical analysis, this paper compares the three groups of samples and verifies the positive impact of performance expectation, perceived value, and effort expectation on the willingness to use continuously; the negative impact of perceived risk on the willingness to use continuously; and the use scenario. The positive effect of the intention of sustainable use on the behavior of sustainable use and the negative effect of perceived risk on the behavior of sustainable use. Finally, according to the empirical, comparative analysis results and combined with the current situation of mobile travel industry, this paper from the product service model, data operation system, online scene construction, Five aspects of security wind control mechanism and personalized scenario recommendation are proposed for the development of mobile travel applications. On the one hand, the study provides an empirical reference for the study of user behavior in the field of mobile travel, on the other hand, it provides a feasible scheme for mobile travel service operators to improve the quality of service, increase user viscosity, improve security mechanisms, and expand business scenarios.
【學(xué)位授予單位】：北京郵電大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類(lèi)號(hào)】：F724.6;F572;F274

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本文編號(hào)：2182585