Study On User’s Acceptance Behavior On Mobile Travel Booking

With the development of mobile Internet and online travel of China, mobile devices such as mobile phone, tablet is gradually transforming individual’s way of travel. At present, the integration of tourism industry and mobile business is increasingly tight due to the popularity of smartphone and rapid coverage of3G/4G network. Mobile travel booking, as a new tourism mode, sees a huge market demand with cumulatively tourists booking travel products with mobile devices. However, the competition is also very cruel along with the arrival of the era of Web3.0, which is making the online marketing to change to a new pattern:marketing innovations and "people-oriented". Therefore, how to develop and a new mobile travel product and how to popularize it has become an up-to-the-moment issue at this moment.In this study, the Unified Theory of Acceptance and Use of Technology extending model (UTAUT2) was selected as the main theoretical foundation, combined with the mobility and use context to explore the predictors for user’s behavior intention and actual use of mobile travel booking product. Through the analysis of research data, major conclusions include:ease of use expectancy, hedonic motivation, social influence and performance expectancy have significant positive impact on user’s behavior intention; Ease of use expectancy and price value conduct no correlation to behavior intention; Use context mediates the effect of mobility on consumer intention. Moreover, this paper also research whether the population demography, personality and travel habit exist obviously difference in the use of mobile travel booking product.Finally, this paper proposes the strategy in terms of product, promotion and service in the field of mobile travel booking based on conclusions.