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作为旅游企业促销和宣传的重要手段,移动旅游优惠券使用户出游更加便捷。然而,各商家之间采取同质化的促销和竞争方式,使得移动旅游优惠券的兑换比例呈递减趋势,用户因为持续使用意愿降低而大量流失。本研究以期望确认理论为基础,综合考虑感知易用性、感知成本、感知隐私风险和感知行为控制四方面因素,构建移动旅游优惠券用户持续使用意愿研究模型。采用问卷调查法,运用SPSS、AMOS软件对收集的数据进行分析。研究结果表明:(1)期望确认度显著正向影响用户感知有用性、感知易用性和满意度,同时感知有用性和感知易用性越高,满意度越强,也越容易产生持续使用意愿;(2)满意度在期望确认度与用户持续使用意愿之间起部分中介作用;(3)用户感知隐私风险负向影响用户满意度,但并不直接影响用户持续使用意愿,满意度在二者之间起完全中介作用。
As an important means of tourism business promotion and publicity, mobile travel coupons make it easier for users to travel. However, the homogeneity of promotions and competition among merchants has led to a decreasing trend in the redemption percentage of mobile coupons, resulting in a large loss of users due to the diminished willingness to use continuously. Based on the theory of expectation confirmation, this study considers four aspects of perceived ease of use, perceived cost, perceived private risk and perceived behavioral control, and constructs a research model of continuous use intention of mobile coupon users. Using questionnaire survey, using SPSS, AMOS software to analyze the collected data. The results show that: (1) Expectation recognition has a significant positive impact on user perceived usefulness, perceived ease of use and satisfaction, while perceived usefulness and perceived ease of use are higher, and satisfaction is stronger and more likely to be consistently used Willingness; (2) Satisfaction partly intervenes between expectation confirmation and user’s willingness to continue using; (3) User perception of privacy risk negatively affects user satisfaction, but it does not directly affect users’ willingness to continue using, and satisfaction Between the two play a complete intermediary role.