Factors Influencing Visitors' Use Of Social Media In The Mobile Internet Era

With the growing popularity of intelligent terminals(eg.mobile phones,pad,...),4G technology and applications,the Mobile Internet Era has already come and change people's life style.Tourism activities have transportable characteristic,in the process of travel,tourists use Mobile Internet to search information,therefore the development of the Mobile Internet already had an important impact on tourism activities.With the increasing demand for personalized travel,more and more tourists rely on mobile Internet which can provide services for them in the process of travel.WeChat,as the typical representative of social media,has been a significant impact on tourists' behavior.With the help of WeChat,tourists can obtain information about destinations,hotels,tourist attractions,which stimulate tourists' willingness to travel.During the travelling,tourists use WeChat to book hotels,pay for tickets and share travel experience with families and friends.At the end of travelling,tourists post comments on virtual tourism community which affect other tourists' travel behavior in the future.Therefore,it is significant to explore whether Tourism WeChat is truly accepted by tourists and what factors affect tourists to use.This study,based on the exciting Unified Theory of Acceptance and Use of Technology(UTAUT),and added three variables(hedonic motivation,individual innovation and information quality),to test hypotheses.This study used SPSS.19.0 and AMOS 23.0 to analysis collected data,and came up with four main conclusions:Factors that affect tourists to use tourism WeChat are performance expectation,effort expectation,social influence,hedonic motivation and information quality.Performance expectancy,effort expectancy,hedonic motivation has a significant positive influence on behavior intention.Social influence,hedonic motivation,information quality has a significant positive effect use behavior,behavior intention positively affects use behavior.There are significant differences on several variables among tourists which are from different gender,different education background and different frequency of WeChat use.Finally,this study offered some proposals on the operation of tourism WeChat:Enhance the interest of information which can increase users' sense of pleasure;Improve the quality of information which can rich users' experience;Enhance the value of information and pay attention to users' needs;Simplify the use of the interface and make it easier to use;Expand the scale of users and provide personalized service;Pay attention to word-of-mouth marketing and enhance the value of tourism brand.