Study On APP Recipients' Behavior Of M-Tourism In Sharing Economy

With the rapid development of sharing economy,more and more people begin to accept sharing mode to meet the needs of daily life,APPs have become an important platform of shared economy.However,in the era of 'mass entrepreneurship and innovation',sharing economy is not only an opportunity,also has a massive impact on the original consumption patterns and users' behavior,thus the recipients' behavior of the APPs would change with it.Based on the users acceptance behaviors' analysis and the literature review of the shared economic,mobile travel service,with the framework of UTAUT model,this article integrated the characteristics of sharing economy and that of mobile travel APP,with three factors of the individual creativity,sense of trust and perceived security,thus building a shared travel APP users acceptance behaviors' analysis model.This paper uses data analysis,questionnaire investigation and empirical analysis to analyze the sample data and validation,trying to do the analysis of variance and structural equation model validation in the model to assume the relationship.The research results show that the theoretical model of each variable shared travel APP have a direct or indirect impact on users' intentions and behaviors.Among them,the users' gender and age have little impact,their level of education have a great effect on the use of the APPs.In addition,performance expectations,the efforts of expectation,social influence,perceived security,perceived trust of users sharing tourism APP have a significant impact;the promoting factors of shared travel APP users work a lot;safety awareness positively influences on perceived trust;individual creativity also influence on expectation and perception of trust,but no significant impact on performance expectations.Finally,according to the research conclusion of shared economy tourism APP development are proposed.