Research On The Influencing Factors Of University Students’ Intention To Continuous Using Online Travel Social Platforms

The integrated development of the Internet,culture and tourism has brought the brand-new tourism method "Internet + cultural tourism" into people’s lives,and has continuously increased the people’s enthusiasm for consumption of cultural tourism.As the direct carrier of "Internet + cultural tourism",online travel social platforms are increasingly favored by people.At the same time,as university students have a strong ability and willingness to accept new things,they can quickly accept the new way of "using online travel social platforms to make travel decisions".In addition,university students have also become the core user groups of major online travel social platforms.Therefore,taking university students as the research object to study the influencing factors of their willingness to continue to use online travel social platforms will help platform operators to timely and accurately grasp interests and needs of the core users.This paper firstly introduces the background,significance and status of the research,as well as its content,methods and ideas.Secondly,the related concepts and theories are sorted out.Considering that the EECM-ISC is combined with D&M,as well as the interactive characteristics of the platform and the influencing factors of university students’ user characteristics,the theory of perceived interactivity,the theory of social influence and the theory of personal innovativeness are considered.Finally this paper summarized 12 research variables: information quality,service quality,system quality,expectation-confirmation,perceived usefulness,user satisfaction,IT self-efficacy,situational awareness,human interaction,social influence,personal innovativeness,and continuous use willingness.Thirdly,this paper defines variable concepts,build models,and put forward hypotheses;according to influencing factors,questionnaires are compiled,revised,and 768 valid questionnaires are distributed and returned;then SPSS22.0 is used to carry out descriptive statistical analysis on the questionnaire data;LSD and Tamhane are two methods used to carry out the difference tests of latent variables among multiple types of college students;SPSS22.0 is used for reliability and validity test and factor analysis;AMOS22.0 is used for structural equation model verification and empirical results are obtained.Finally,the research results are discussed,and the following opinions are put forward for the online travel social platform operators:service-oriented with users’ satisfaction,increasing social publicity,upgrading the platform interaction mechanism,improving the perception of information usefulness,satisfying users’ personal innovativeness,enhancing users’ self-efficacy.This paper confirmed in the end that: on the one hand,personal innovativeness,human interaction,social influence,IT self-efficacy,situational awareness,perceived usefulness,and user satisfaction all directly and positively affect users’ continuous use willingness,which also receives the indirect positive impact of expectation-confirmation,information quality,and service quality.On the other hand,expectation-confirmation,perceived usefulness,and user satisfaction act as complete mediators in the model.