旅游移动APP能够持续吸引用户吗?——一个有调节的中介检验模型被引量：14

Could Tourism Mobile Apps Continuously Attract Users?A Moderated Mediation Confirmatory Model

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摘要在移动互联网背景下,旅游移动APP潜在商业价值巨大,相关企业为推广APP应用投入巨大。然而,旅游移动APP的用户是否会受到"强推"式营销策略的影响从而产生持续吸引力并构建顾客忠诚度呢?文章在已有成熟理论的基础上,引入了使用经验、传染性、自我效能3个变量,构建了有调节的中介检验模型。实证结果显示:旅游移动APP用户的感知优势对使用行为的直接效应与中介效应均显著,表明其只是部分通过中介变量作用于使用行为;传染性因素正向影响旅游移动APP用户的感知优势与使用行为,虽分享价值已被利用,但离充分发挥移动客户端营销爆炸性传播力量仍有距离;使用经验对态度与使用意向之间关系以及使用意向与使用行为之间关系的调节效应不显著,自我效能对旅游移动APP用户态度与使用意向之间关系的调节效应显著,而对使用意向与使用行为之间关系的调节效应不显著,旅游移动APP的内容与形式亟待完善。现有补贴、返利、首单立减等营销手段,可短时间引爆市场却尚不能够真正"俘获"用户,如何激发并培育用户的忠诚度仍需探索新的策略。 In today＇ s mobile internet era, tourism mobile Apps demonstrate great potential business values and attract huge amount of investments from corporations for App development and promotion. However, could tourism mobile Apps continuously attract users and build customer loyalty？ Could ＂strong^intensive push＂ marketing strategies influence the decisions of users？ Are experienced users more loyal to tourism mobile Apps？ Do users with different self-efficacy adopt different behavior？ Is the share value of mobile internet being fully utilized？ All these questions still remain unknown and call for investigation. This study incorporates three variables, namely user experience, communicability, and self-efficacy, to develop a moderated mediation confirmatory model based on the existing mature theories, including Theory of Reasoned Action, Theory of Planned Behavior, Technology Acceptance Model, and Interpersonal Deception Theory. The study used multiple statistic analytical tools such as exploratory and confirmatory factor analysis, reliability and validity tests, fitting degree analysis and significance test of path coefficient, mediation effect test, and moderation effect test. The research results reveal that user behavior is not only positively influenced by perceived advantages via the mediating effects of attitude and intention, but also influenced by perceived advantages directly. Communicability positively influences both perceived advantages and user behavior. The moderating effect of user experience on the path between attitude and intention was not significant, and the moderating effect of user experience on the path between intention and behavior was also insignificant. The moderating effect of self-efficacy on the path between attitude and intention was significant, but the effect on the path between intention and behavior was not significant. The following conclusions were generated based on the research results： the marketing strategies of ＂strong/ intensive push＂ is effective to certain degree, but such approaches may not be able to establish user loyalty, and further in-deep discussion is needed. The communicability nature of Apps could promote customers to use Apps, so that the share value of mobile internet Apps is utilized to a certain degree, but this value can be further extended to fully release the power of mobile terminals. The increasing of user experience did not lead to significant change of the paths, which suggests that existing marketing methods may not really capture users, so new approaches should be explored to establish and maintain user loyalty. There was no significant difference of these paths among people with different self- efficacy, which means that tourism mobile Apps urgently require to be consummated to meet the needs of different groups. This study contributes to the body of knowledge by adopting user experience, communicability, and self-efficacy to establish a moderated mediation confirmatory model based on existing mature theories, This research is exploratory in nature and examines user behavior and loyalty by employing mature theories in the context of mobile internet. Future research should focus on empirical studies on loyalty and new marketing methods, and quantitative approach with survey questionnaires should be used to examine App users so as to establish the optimized marketing strategies to serve the users better.

作者许峰李帅帅

机构地区山东大学管理学院美国南卡罗来纳大学旅游零售与体育管理学院

出处《旅游学刊》 CSSCI 北大核心 2016年第8期52-60,共9页 Tourism Tribune

基金国家社会科学基金项目"‘一带一路’战略下旅游开发促进南疆地区稳定与发展的机制与对策研究"(15BMZ052)资助~~

关键词旅游移动APP 有调节的中介检验模型 tourism mobile App moderated mediation confirmatory model

分类号 F592 [经济管理—旅游管理]

作者简介许峰（1975-），男，山东济南人，副教授，研究方向为旅游开发与规划、城市与区域经济，E-mail：tourism@sdu．edu．cn；李帅帅（1990-），男，山东临沂人，硕士研究生，研究方向为旅游者行为，E-mail：lss990988969@foxmail．com。

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