A Study On The Engagement With Tourism Reservation Apps:Influencing Factors And Its Relationship With Brand Equity

With the continuous growth of the number of mobile Internet users in China,the demographic dividend of mobile Internet gradually declines,the traffic of mobile Internet gradually enters the stock stage from increment,and the traffic competition is becoming increasingly fierce.In this context,the cost of obtaining customers for tourism App is gradually increasing,and the way of gradually and rapidly increasing the number of users relying on crazy subsidies is unsustainable.There are many kinds of travel Apps,which are highly replaceable,and the retention rate of users is not high.Therefore,at the current stage,how to enhance the retention rate of users and improve the stickiness of users in the fierce market competition is particularly important for tourism enterprises.Customer engagement can enhance the emotional and behavioral investment between customers and enterprises,promote the interaction between customers and enterprises,and help to form a long-term and stable partnership with enterprises.Therefore,in the current stage,the dividend of mobile Internet gradually disappears.In the highly competitive market environment,improving customer engagement is of great value to enterprises.Domestic and foreign scholars have done a lot of research on the influencing factors of customer engagement from the perspective of customers and enterprises,but most of the research focuses on enterprises or media such as websites and online communities,and there is less research on tourism App customer engagement in the mobile Internet environment.Tourism reservation Apps are widely used,therefore,the research on the antecedents and results of tourism reservation App customer engagement has important theoretical and practical significance.This study mainly focuses on the basic proposition of “Antecedents and consequences of customer agreement in travel booking Apps”,and designs three sub-studies.First child study1,from the perspective of individuals,discusses the impact of individual innovativeness and use motivation on customer engagement with tourism reservation Apps.Second chilid study2,from the perspective of enterprises,discusses the impact of enterprise App attributes on customer engagement with tourism reservation Apps.Finally,third child study 3 the relationship between customerr engagement with tourism reservation App and brand equity is discussed.The research conclusions include the following three aspects:First,the empirical analysis of the impact of individual innovativeness and use motivation on the customer engagement with tourism reservation Apps shows that:(1)Individual innovativeness has a significant positive impact on the practical motivation,hedonic motivation and social motivation.(2)Practical motivation,hedonic motivation and social motivation have a significant positive impact on customer engagement with tourism reservation Apps,among them,practical motivation has the greatest influence.(3)Practical motivation,hedonic motivation and social motivation play an intermediary role in the process of individual innovativeness affecting the customer engagemengt with tourism reservation Apps.Second,the empirical analysis of the impact of App attributes on the customer engagement with tourism reservation Apps shows that:(1)Perceived usefulness,relative price advantage and interface aesthetics have a significant positive impact on customer engagement with tourism reservation Apps,and the influence intensity is interface aesthetics,relative price advantage and perceived usefulness in turn,perceived ease of use has no significant impact on customer engagement with tourism reservation Apps.(2)The trust and satisfaction of users’ internal state have a significant positive impact on customer engagement with tourism reservation Apps,and the satisfaction has a more significant impact on customer engagement with tourism reservation Apps.(3)Perceived usefulness and relative price advantage have a significant positive impact on trust,while perceived ease of use has no significant impact on trust.Perceived usefulness,perceived ease of use,relative price advantage and interface aesthetics have significant positive effects on satisfaction.(4)Trust plays an intermediary role between perceived usefulness and relative price advantage on customer engagement with tourism reservation Apps.Satisfaction plays an intermediary role between perceived usefulness,perceived ease of use,relative price advantage and interface aesthetics.Third,through the empirical analysis of the impact of customer engagement with tourism reservation Apps on brand equity by structural equation model,this study finds that:(1)Customer engagement with tourism reservation Apps has a significant positive impact on brand awareness,perceived quality and brand loyalty.(2)Perceived awareness and perceived quality have a significant positive impact on brand loyalty.(3)Brand awareness and perceived quality play an intermediary role in the process of customer engagement with tourism reservation Apps affecting brand loyalty.The theoretical contributions of this study are mainly in the following three aspects:First,this study based on self-determination theory and social exchange theory,build the relationship model that individual innovativeness,use motivation to influence customer engagement with tourism reservation Apps,enriching the understanding of individual factors on the formation mechanism of customer engagement with tourism reservation Apps.Secondly,this study constructs the influence of App attributes on customer engagement with tourism reservation Apps through S-O-R theory,technology acceptance model and other theories,and discusses the influencing factors of customer engagement with tourism reservation Apps from the perspective of enterprises,deepening the understanding of the influence mechanism of App attributes and intrinsic state of users on customer engagement with tourism reservation Apps.Thirdly,the relationship model between customer engagement with tourism reservation Apps and brand equity is constructed based on social exchange theory,and the internal relationship between the two is revealed through empirical analysis,which enricifies the research on the consequence of customer engagement with tourism reservation Apps.