A Research On The Impact Of User's Perception On The Intention Of Reservation Mini Program Based On UTAUT Model

With the rapid development of the Internet and the popularity of smart phones,people's lives and travel styles have changed a lot,and tourism has become a part of people's daily lives.In the past,people like to use travel apps to book and purchase travel products.However,with the advent of WeChat Mini Program,more and more travel companies,especially travel e-commerce,like to design Mini Program.,many programs began to appear on the WeChat platform.Becsuse of the development of technology of Mini program tends to mature,the cost of design and maintenance is low,they do not occupy a large amount of mobile phone memory,like APP,and they also have a large amount of user resources on WeChat,which makes the tourism enterprises officially start to develop and promote their own Mini programs.Now users have begun to have initial contact and understanding of them.The travel booking Mini Programs have a more convenient promotion advantage than various travel apps.Companies can accurately target and acquire users through them,thus bringing greater business value to enterprises.As an emerging tourism service product,Mini program has great development potential and broad application prospects.,due to its many advantages and competitiveness.After the travel companies launch their own Mini Programs,they face a lot of competition.Understanding the users' willingness and designing small programs that meet the needs of users are the direction,which enterprises need to work hard.Based on the UTAUT model,this paper studies the user' adoption.Through literature reading and the support of TPB and VAM,the six models of perception trust,attitude,perceived risk,individual innovation,perceived cost and perceived entertainment are introduced.The research model that influences the user' adoption to use the Mini Programs is constructed,and relevant assumptions are proposed.After that,the questionnaire was designed for user survey,and collected 469 questionnaires.In this study,SPSS22.0 and AMOS17.0 were used for empirical research.Through analyzing 10 main variables affecting the user' adoption.,a more reasonable research model was obtained through revision.The study found that efforts expectations and social expectations have a strong influence on the user' adoption,perception of trust and attitudes have a strong intermediaries;individual innovation have a strong influence on perception of trust and user' adoption.But the perceived costs impact on user' adoption is not obvious.In addition,demographic variables such as occupation and education level also have a significant impact on the user' adoption.Finally,this paper proposed a lots of opinions and suggestions on the development and marketing from the perspectives of users and tourism companies.based on the research of this paper.