Study On Continuance Behavior To Use Travel Reservation APP

With the development of mobile Internet,more and more people tend to use intelligent mobile phones to buy goods.Tourism enterprises have occurred profound changes.Almost every tourism enterprise has launched the enterprise App,using App to provide products or services to consumers,promoting enterprise product marketing.Consumers can make reservation of tourist products or services by using tourism App anytime and anywhere,which can save time and cost,and can reduce the inconvenience of offline purchase of tourism products.This online booking form is deeply liked by consumers.However,there are various kinds of App in tourism enterprises,which can replace each other.It is very importance to enhance user's viscosity in competitive market and keep users continue using the App.The purpose of this study was to explore the influencing factors and their impact on the users continuance behavior of App.Based on theoretical model and original research on the literature review,combining with the characteristics of travel reservation App,this study chose five factors from the perspective of the user experience.They are perceived usefulness,confirmation,satisfaction,continuance intention and continuance behavior.The service quality of App is important,users' trust of the App may influence their continuance intention,cost may happen when the user choose another App,and user habits may influence user continuance behavior.So,the study added perceived quality,perceived trust,switching cost and user habits into the model,and put forward the research hypothesis and research model.Then,using empirical research method,conducted a questionnaire survey on travel reservation App users.With a total recovery of 247 valid questionnaire,data reliability and validity testing are conducted.And using structural equation model method to analyze the data by analysis software,concluding the analysis of model path fitting and hypothesis testing.The conclusions are as follows.Confirmation has significant positive impact on perceived usefulness.Perceived quality,confirmation,switching cost have a significant positive effect on satisfaction,respectively.Perceived usefulness,perceived satisfaction and perceived trust positively affect the continuance intention,respectively.Continuance intention and user habits have significantpositive impact on user continuance behavior,respectively.Satisfaction and continuance intention are intermediary role.The main contribution of this study are as follows.Firstly,based on the Expectation-Confirmation model(ECM),customer satisfaction index model(ACSI),Expanding Expectation-Confirmation model(EECM),the study constructed the model of continuous behavior of travel reservation App users,and verify and amend it.The model supplements the deficiency of the original model.Secondly,according to the conclusion of the study,some suggestions for improving the quality of tourism enterprises Apps are put forward,which can improve the user viscosity and loyalty,and promote travel reservation App sustainable development for the tourism industry.