摘要
自媒体时代,网络舆论成为影响消费者消费行为的重要因素。面对激烈的市场竞争,如何提高移动旅游应用(Mobile Tourism Application,MTA)的用户粘性,一直是企业客户关系管理的重要内容。本文在技术接受理论和期望认同理论的基础上,引入营销活动、转换成本和网络舆论三个影响变量,构建了一个有调节变量的检验模型。研究结果显示:营销活动、技术接受、期望认同与转换成本对用户粘性均具有显著的正向影响;此外,在线旅游服务代理商推出的营销活动与技术上的可接受性,均能提高用户期望认同,高转换成本对用户的技术接受也具有正向影响。网络舆论中正面舆论的调节作用没有得到数据支持,负面舆论在期望认同与用户粘性之间的负向调节作用得到验证,但对营销活动与用户粘性之间的调节效应并不显著。本研究为M TA运营商提高用户粘性提供了理论支持和政策建议。
With the quick development of internet, network plays more and more important role in the daily life of every people all over the world. Compare to the internet word of mouth, network consensus could be formed more rapidly, spreads faster and more widely, and attracts more attentions. As a result, it could catch more attention of net user and has more influence on the consumer. Specifically, both the consumption attitude and the behavior could be significantly influenced by the network consensus. So, in this paper, we propose a new user stickiness model of travel App to test the influence of the network consensus. Together with technology acceptance and expectation identity, there exits two independent variables in the traditional stickiness model of travel App, marketing activities, switching cost and company with network consensus are added as three new independent variables of stickiness. More importantly, we also set network consensus as a moderator, and study the influence relationship and other variables. Finally, the empirical experiment is designed and presented. Six important and useful conclusions are deduced from the results of the empirical study. First, marketing activities, technology acceptance, expectation identity and switching cost have significant positive effects on user stickiness. Second, marketing activities and technology acceptance have positive effects on expectation identity. Third, switching cost has a positive impact on technology acceptance. Fourth, the moderating effect of positive network consensus is not supported by data. Fifth, the negative effect of negative network consensus has been verified between expectation identity and user stickiness. Sixth, the moderating effect of negative network consensus is insignificant between expectation identity and user stickiness. This study provides insights into the relationship between network consensus and other impact factors and user stickiness and enriches the user stickiness theory from the perspective of social environment. It could provide theoretical support and decision reference for travel APP operators to improve user stickiness.
作者
鄢慧丽
余军
熊浩
Yan Huili;Yu Jun;Xiong Hao(School of Tourism,Hainan University;School of Management,Hainan University)
出处
《南开管理评论》
CSSCI
北大核心
2020年第1期18-27,共10页
Nankai Business Review
基金
2019年海南省基础与应用基础研究计划(自然科学领域)高层次人才基金项目(2019RC037)
国家自然科学基金项目(71461007、71761009)资助.
作者简介
鄢慧丽,海南大学旅游学院副教授、博士,研究方向为旅游管理与旅游经济;余军,海南大学旅游学院硕士研究生,研究方向为旅游管理;通讯作者:熊浩,海南大学管理学院副教授、博士,研究方向为管理优化
