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  本文關(guān)鍵詞：我國(guó)旅游網(wǎng)站用戶繼續(xù)使用行為影響因素研究　出處：《華中師范大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 旅游電子商務(wù) 旅游網(wǎng)站 繼續(xù)使用行為 電子口碑傳播

【摘要】：信息和信息技術(shù)是旅游業(yè)賴以生存和發(fā)展的關(guān)鍵因素,全面準(zhǔn)確及時(shí)的旅游信息,對(duì)旅游出行者的決策會(huì)產(chǎn)生重要影響。旅游網(wǎng)站即是在這種背景下的產(chǎn)物。用戶對(duì)信息技術(shù)的接受行為影響因素的研究在信息系統(tǒng)(IS)研究文獻(xiàn)中一個(gè)備受關(guān)注。信息系統(tǒng)的初次接受是信息系統(tǒng)成功應(yīng)用的第一步,然而,信息技術(shù)的能否生存取決于用戶的繼續(xù)使用行為(Karahanna et al.,1999; Bhattacherjee,2001.)。對(duì)于網(wǎng)站而言,用戶的持續(xù)訪問(wèn)和使用則更為重要。因此,本論文以旅游網(wǎng)站為對(duì)象,通過(guò)實(shí)證研究,探索影響用戶繼續(xù)使用旅游網(wǎng)站的因素；同時(shí)本研究將口碑傳播與信息系統(tǒng)繼續(xù)使用模型相結(jié)合,研究影響用戶對(duì)旅游網(wǎng)站口碑傳播意愿的影響因素。 本文基于信息系統(tǒng)繼續(xù)使用模型(ECM)和使用與滿足理論(UG),構(gòu)建了擴(kuò)展的信息系統(tǒng)繼續(xù)使用模型,并將該模型與電子口碑傳播意愿相結(jié)合,以在探索用戶繼續(xù)使用旅游網(wǎng)站的影響因素的同時(shí),為旅游電子商務(wù)經(jīng)營(yíng)者提供旅游網(wǎng)站營(yíng)銷策略。 本論文共上分為五章,具體安排如下： 第一章為緒論部分。主要介紹文章研究背景,對(duì)國(guó)內(nèi)外繼續(xù)使用行為相關(guān)研究現(xiàn)狀行簡(jiǎn)要綜述,提出本論文研究主要解決的三大問(wèn)題,以及介紹本研究主要采用的研究方法及技術(shù)路線。第二章為相關(guān)理論基礎(chǔ)介紹部分。對(duì)本文研究用到的相關(guān)理論進(jìn)行介紹。包括旅游電子商務(wù)與旅游網(wǎng)站；電子口碑傳播相關(guān)理論；繼續(xù)使用行為及信息系統(tǒng)繼續(xù)使用模型；使用與滿足理論。 第三章和第四章為本文核心部分。其中第三章為研究模型及假設(shè),包括變量定義和研究假設(shè)的提出。根據(jù)變量及第二章的模型分析,本文提出12個(gè)研究假設(shè),并制定調(diào)查量表及正式調(diào)查問(wèn)卷。第四章為本文實(shí)證研究部分。對(duì)量表的信度及效度進(jìn)行檢驗(yàn),并分析變量間相互關(guān)系,運(yùn)用最小二乘法回歸并用T值進(jìn)行顯著性檢驗(yàn)。得出假設(shè)檢驗(yàn)結(jié)果,所提出的12個(gè)檢驗(yàn)中,10個(gè)假設(shè)均被支持。 第五章為文章結(jié)論部分。研究結(jié)果顯示,用戶對(duì)旅游網(wǎng)站的繼續(xù)使用行為受到滿意度及感知有用性的影響。滿意度受到感知有用性、體驗(yàn)差距、信息強(qiáng)度、信息專業(yè)性的顯著正向影響。繼續(xù)使用行為受到滿意度及感知有用性的影響,模型對(duì)繼續(xù)使用行為的解釋度為48.1%(R2=0.481)。從理論貢獻(xiàn)和實(shí)踐貢獻(xiàn)兩個(gè)方面,總結(jié)本文研究的結(jié)論。并對(duì)未來(lái)研究方向提出展望。
[Abstract]:Information and information technology is a key factor for the survival and development of the tourism industry, comprehensive accurate and timely information on tourism, tourist travel decisions will have a significant impact. Tourism website is the product under this background. The behavior factors in the information systems acceptance of users of information technology (IS) on a has attracted much attention in the literature. The primary information system acceptance is the first step to successful application of information system however, information technology can survive depends on the user's behavior (Karahanna et continue to use al., 1999; Bhattacherjee, 2001.). For the site, continue to access and use the user is more important. Therefore, this thesis the tourism website as the object, through empirical research, explore the impact factors of tourism website users to continue to use; at the same time this study will continue to use word-of-mouth communication and information system model combining research The influence factors of the user's intention to travel website word of mouth communication.
This paper continues to use the model based on information system (ECM) and the theory of use and satisfaction (UG), build an information system to continue to use the extended model, and the model and electronic word-of-mouth combination, to continue to use the tourism website users in exploring the factors at the same time, to provide a marketing strategy for the tourism electronic tourism website business operators.
This paper is divided into five chapters, and the specific arrangements are as follows:
The first chapter is the introduction part mainly introduces the research background, the related research status are briefly reviewed for continuing using behavior at home and abroad, put forward three research questions in this dissertation mainly solves the problem, and introduces the research methods and technical route of this research mainly adopts the related theories. The second chapter is introduction. Based on the related theory in this paper use are introduced. Including the tourism electronic commerce and tourism website; electronic word-of-mouth theory; to use behavior and information system continue to use the model; uses and gratifications theory.
The third chapter and the fourth chapter is the core part of this paper. The third chapter is the research model and assumptions, including the definition of variables and research hypotheses are put forward. According to the analysis of variables and chapter two model, this paper puts forward 12 research hypotheses, and make questionnaire and formal questionnaire. The fourth chapter is the part of empirical research to test. The reliability and validity of the scale, and analyze the relationship between variables, using least squares regression and were analyzed by T. The results of hypothesis testing, 12 test in the proposed 10 hypotheses were supported.
The fifth chapter is the conclusion part of this thesis. The results of the study showed that users of tourism websites continue to use behavior by satisfaction and perceived usefulness. Satisfaction by perceived usefulness, experience gap, information intensity, positive effects of information professional. Continue to use behavior by satisfaction and perceived usefulness of the model is 48.1% to the degree of interpretation continue to use behavior (R2=0.481). From the theoretical and practical contribution in two aspects, summarizes the conclusions of this study. And put forward the prospects for future research directions.

【學(xué)位授予單位】：華中師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F592.6

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本文編號(hào)：1377682