An Empirical Study Of Perceived Interactivity And User Trust On Continuance Use Intention Of Travel Booking Mobile Application

With the expanding scale of netizens and online travel reservation holders in China,by June 2019,the mobile phone popularity has been at 99.1%,and the number of online travel booking users has reached 418 million,increasing 8.14 million compared with the end of2018.Therefore,booking travel APP has become the main way for mobile nitizens to book travel products online.Booking travel APPs appear layer upon layer without end in the market,from the former OTA big three to the emerging apps now,trying various devices to occupy market share in the increasingly competitive market.The market is becoming increasingly competitive,and customer competition has become the focus of booking travel APP.Compared with the initial adoption behavior,the willingness to continue to use booking travel apps is the cornerstone of the sustainable development of tourism enterprises.Under the background of paying attention to the actual experience of users,the interactivity between users and booking travel APPs has become more and more important in studying the influence of the willingness to continue to use.Since the interaction between booking travel apps and users occurs in the virtual space of mobile network,user trust has gradually become an important factor which influences the intention of continuous use.Therefore,this study focuses on how to establish a good interactivity between users and booking travel apps,so as to promote the formation of user trust,improve their willingness to continue to use,and truly transform user traffic into user stock in the fierce competition environment of the tourism market.This study combined theoretical and empirical methods to study the influence factors of interactivity and user trust on the willingness to continue using booking travel APPs.Taking the booking tourism APP as the research object,the relationship among three variables was constructed on the S-O-R model,forming a theoretical model with interactivity as the independent variable,user trust as the intermediary variable,continuous use intention as thedependent variable,subjective norm as the moderating variable and user demographic characteristics as the control variable.Combined with the related research,perceived interactivity could be divided into ubiquitous connectivity,contextual offer,user control,Perceived responsiveness,Perceived personalization and connectedness six dimensions,the user trust is divided into cognitive trust and affective trust,through empirical research to verify the six dimensions of interactivity and user trust in two dimensions,continuous use intention and the relationship between subjective norms.By referring to domestic and foreign mature scales,this research questionnaire was designed and distributed online.SPSS20.0 and AMOS22.0 statistical software were used to analyze the collected valid sample data,verify the research hypothesis proposed in this study,and modify the initial research model.The research conclusion shows that: in the interaction process with booking travel APP,the five interactivity dimensions of users' contextual offer,user control,Perceived responsiveness,Perceived personalization and connectedness in the APP have a significant positive impact on the intention to continue using the APP.User trust on perception plays an intermediary role between interactivity and continuous use intention,including contextual offer and user control through cognitive trust and affective two dimensions intend to the partial intermediary effect between the continuous use,Perceived personalization through cognitive trust to intend the partial intermediary effect between the continuous use,connectedness through affective trust to intend to play the part of the intermediary role between the continuous use,while cognitive trust between perceived responsiveness and continuous use intention played an intermediary role completely.However,ubiquitous connectivity has no positive impact on user trust or willingness to continue using.Among the basic characteristics of users,only age and education background have significant differences in some latent variables.Subjective norms do not play a moderating role between interactivity and continuous use intention.Based on the above conclusions,this study is to grasp the user control threshold and strengthen the system function and guidance service;Provide tourism contextual service,accurately recommend personalized travel itinerary;From the all aspects of optimizing the speed of demand matching,removing the barriers of tourism information exchange;strengthen the sense of belonging of tourism community,and encourage users to participate in content creation,this paper puts forward countermeasures and suggestions onhow to improve the interactive experience of users' perception so as to enhance the willingness of continuous use.