Research On The Influence Factors Of The Mobile O2O Application

In recent years,with the rapid development of information technology and the growing popularity of intelligent terminal,the number of the smart phones in China has emerged as a growth spurt,and mobile commerce has gradually shown its huge market potential.As a representative of the modern service industry,China's tourism industry has developed rapidly this year.Online travel sites will highlight its huge market potential.How to provide more convenient and efficient service to meet the individual needs of users is the problem which each online travel site operators are thinking about t.With the popularity of the 4G network and the smart phones,the major sites have launched their own mobile applications,mobile terminal share will have an increasing impact on the overall market share of them.Therefore,it is necessary to understand the user's willingness to adopt online travel and its influencing factors,so as to provide better services to users,enhance the users" experience,and thus enhance the market share.Firstly,the related concepts are defined,the related research and relevant theoretical basis is summarized.Secondly,based on the technology acceptance model and combines the theory of perceived risk,social cognitive theory,etc.,we built an online travel application influencing factors model,and puts forward the relevant research hypotheses.Then,372 valid questionnaires were collected through questionnaire survey,the data were analyzed by SPSS21.0 and AMOS20.0,and the hypotheses were verified.Finally,based on above conclusions,we provided some management recommendations for the online travel site operators.