Research On The Influence Mechanism Of Continuous Use Behavior Of Booking Tourism APP Users

The development of mobile Internet drives the rise of mobile e-commerce.In just a few years,"tourism App",the product of the cross-border integration of tourism and mobile e-commerce,has gained a large number of users.After absorbing a large number of new user groups,the following problem is how to better analyze the influencing factors of user behavior,so as to achieve more accurate "intelligent service".It has become a major issue for tourism App operators to optimize their apps and form a more "intelligent" form,so as to influence the formation of users' willingness to continue using and the transformation of their behaviors.For booking tourism App operators,it is necessary to construct a structural equation model that conforms to the actual development situation of booking tourism App users' continuous use behavior.This is conducive to the travel App operators to understand the behavior and psychological changes of users in the process of use,and to find out the key factors.At the same time,the model can adjust and guide the actual operation to some extent,and bring some management enlightenment to the overall development of tourism App industry.This research focuses on the analysis and demonstration of the practical problems of users' continuous use of booking tourism apps.On the basisof relevant theoretical research,the pattern is constructed based on the extended ecm-isc model and the relevant characteristics of the booking tourism App.The model innovatively introduces three new research variables,including information quality,platform quality and service quality.Through the second-order construct of information system quality,including information quality,system quality and service quality,the user behavior model of booking game App was established.Finally,empirical analysis is used to verify the 8 hypotheses in this paper.This study discusses the internal mechanism of users' willingness to continue using and behavior on booking tourism apps,extends users' information behavior to the interactive behavior of booking tourism apps,and supplements the deficiency of empirical research on users' continuous use behavior of booking tourism apps.The relationship between the variables in the model is found through empirical research:(1)Information,system and service quality constitute the second-order information system quality in the use process of users,and through this construction,it has an impact on user satisfaction and then a positive impact on users' willingness to continue using;(2)Expectation confirmation positively affects willingness to continue using through satisfaction and perceived usefulness;(3)Self-efficacy had no significant effect on willingness to use continuously;(4)the intention of continuous use and the contributing factors together positively influence the behavior of continuous use.Based on this,the paper puts forward eight corresponding management Suggestions for App operators from three dimensions of information system quality,including(1)to optimize graphic visual information to improve products and services timely;(2)to strengthen comparative product information,reduce the irrelevant ads interference;(3)to optimize the system response speed,enhance the level of running stability;(4)to strengthen the core functional design,beautify the system interface is tie-in;(5)to enhance account security of users,safeguard the personal information privacy;(6)constructing personality recommendation system,provide value-added service in road;(7)to optimize customer service consulting responsiveness,improve reply professional service;(8)to enhance the interactive virtual community,improve the member to participate in the activity.Finally,the study expands the application of ECM-ISC model in practice from the perspective of user research model and other scholars' research from the perspective of mobile e-commerce.