旅游APP用户忠诚度影响因素研究.doc

旅游APP用户忠诚度影响因素研究 摘要 随着移动网络技术的高速发展和移动设备的普及，“互联网+”环境下的旅游APP成为了在线旅游乃至整个旅游行业中极其重要的组成部分，旅游APP运营商在市场推广的过程中投资巨大，然而，效果却并不显著。因此，提高旅游APP的用户粘性便成为了运营商赢得竞争优势的关键所在。旅游APP作为创新性产品，相对于其他类型APP，更偏向于多元化及一站式服务，产品的价值性较强，因此，对旅游APP用户忠诚度影响因素的研究具有很大的理论意义及实践意义。本文以顾客价值理论、交易成本理论、感知价值理论作为理论基础，提出了影响旅游APP用户忠诚度的三个变量，分别是感知价值、社会影响以及转移成本，构建了影响旅游APP用户忠诚度的理论模型，并对其影响因素进行了实证研究。本文共收集有效问卷297份，运用结构方程模型对整体的假设模型进行检验。得出以下研究结果：1.感知价值对旅游APP用户忠诚度有显著的正向影响。2.产品价值影响旅游APP用户的感知价值。3.信任影响旅游APP用户的感知价值。4.社会影响对旅游APP用户忠诚度有显著的正向影响。5.转移成本对旅游APP用户忠诚度有显著的正向影响。因此，本文建议旅游APP运营商把更多的关注点放在如何提高旅游APP的实用性及服务质量上，提高用户的满意度，设置较高的转移门槛，从而提高用户忠诚度，同时利用社交软件的分享价值，使旅游APP得到更好的传播。 关键词：用户忠诚度；旅游APP；移动互联网 The Study on Influential Factors of User Loyalty in Tourism Application Abstract With the rapid development of mobile network technology and the popularity of mobile devices, "Internet +" application under the environment of tourism has become the online travel and even the entire extremely important part of tourism industry, tourism application operators have invested heavily in the process of marketing, however, the effect is not significant. Therefore, to improve the tourism application user viscosity became operators, the key to win the competitive advantage. Travel application as innovative products, relative to other types of application, prefer to diversity and one-stop service, product value sex is stronger, therefore, the study of tourism application user loyalty factors are of great theoretical significance and practical significance. Based on customer value theory, transaction cost theory, theory of perceived value, expectation confirmation theory as the theoretical foundation, proposed the influence travel application user loyalty of three variables: perceived value, social influence and transfer cost, build the theory model of impact tourism application user loyalty, and the factors of influence has carried on the empirical research. This paper collects 297 valid questionnaires, using the structural equation model to test overall hypothesis