Study On The Use Behavior Of Free Travel APP

Since the reform and opening up 40 years ago,China's economy has taken off and the national living standard has increased significantly.People pay more and more attention to the consumption at the level of spiritual civilization,and the tourism industry will usher in a prosperous era and enter a new era of all-round development.At the same time,the rise of mobile Internet accelerates the integration of Internet and tourism,and the way of tourism has also changed.From the group tour to the free trade,people's choice is more flexible and diverse.Whether traditional tourism enterprises or emerging tourism businesses have invested in the development of mobile terminal service platform,and the increasing number of Internet users has also boosted this trend,and the competition among major enterprises is becoming increasingly fierce.In order to seize market share and attract users,tourism enterprises have more user experience and personalized needs.Therefore,it is necessary to study the behavior of APP users from the perspective of user behavior and explore which factors affect the use behavior of free travel travel users.Since the reform and opening up 40 years ago,China's economy has taken off and the national living standard has increased significantly.People pay more and more attention to the consumption at the level of spiritual civilization,and the tourism industry will usher in a prosperous era and enter a new era of all-round development.At the same time,the rise of mobile Internet accelerates the integration of Internet and tourism,and the way of tourism has also changed.From the group tour to the free trade,people's choice is more flexible and diverse.Whether traditional tourism enterprises or emerging tourism businesses have invested in the development of mobile terminal service platform,and the increasing number of Internet users has also boosted this trend,and the competition among major enterprises is becoming increasingly fierce.In order to seize market share and attract users,tourism enterprises have more user experience and personalized needs.Therefore,it is necessary to study the behavior of APP users from the perspective of user behavior and explore which factors affect the use behavior of free travel travel users.This paper selects the mobile terminal of free travel characteristic-horse honeycomb tourism APP as the research object,collecting first hand data through the form of network questionnaire.A total of 401 questionnaires,302 validquestionnaires,the sample data by using SPSS20.0 and AMOS22.0 descriptive statistical analysis,reliability and validity,structural equation model was used to verify the study concept model,finally obtains the model fitting degree is high,the majority of hypotheses are verified.The empirical results show that(1)the individual creative respectively in positive and negative influence on user perceived convenience,perceived risk of travel APP;(2)perceived convenience positively influence the user performance expectations of free travel APP;(3)the perceived risk affects the users of free travel APP search efforts;(4)behavioral intention,performance expectancy,perceived convenience affects the users of free travel APP;(5)perceived risk and behavior intention to search users to travel the reverse effect of APP;(6)search efforts,respectively,is to reverse the behavior intention influence the user to travel APP use behavior;(7)social interaction of high users,search effort influence behavior intention,behavior more.Finally,this research enriches the related research on free travel.Based on the results of empirical analysis,the author puts forward relevant development proposals for the development of free travel APP enterprises,which provides a theoretical basis for the development of tourism industry.