| In the context of e-commerce,the scale of the express delivery industry continues to expand,while the digital development process continues to advance.In order to improve the management level of the company and meet the service needs of users,express enterprises have successively developed some express apps,such as express 100,Cainiao and SF express,so as to manage express information digitally and provide users with convenient express information and services.However,most express Apps have been less functional in recent years.Considering the increasingly high cost of using App,the intensity of users’ willingness to download App gradually decreases,which leads to low user activity and bottleneck in the development of express App.At the same time,some companies in the express industry have taken compulsory download measures to promote their products,which has caused dissatisfaction among the general public.Not only has the brand image been hit,but also makes the user experience feel poor.To sum up,how to optimize the design of express App,improve the product service level,improve the user experience and regain the brand reputation are important issues that all express enterprises need to think about and solve.In order to solve the above-mentioned practical problems,this study selects "Cainiao App",a typical case of express App,as the research object,and analyses the factors influencing users’ willingness to use Cainiao App,so as to provide reference suggestions for relevant operators of express industry.Firstly,this paper integrates TAM with the D&M model,which considers the base service level of the express App.Then,considering the innovative service level of the express App,the base model is extended by adding the relative advantage variables of innovation diffusion theory and gamification.After forming the theoretical model of factors influencing users’ willingness to use Cainiao App,the variables in the model are defined and measured,and the corresponding research hypotheses are proposed.Secondly,this study collected data through a questionnaire survey.We conducted descriptive statistical analysis,reliability and validity tests,analysis of variance,and hypothesis testing on the experimental data and model,which led to some conclusions.The experiment concluded that information quality and service quality significantly affect perceived usefulness and perceived ease of use,perceived usefulness determines both attitude and intention to use,gamification does not affect perceived usefulness but is a significant determinant of attitude,while attitude and relative advantage jointly affect intention to use.Moreover,perceived usefulness and attitude play the role of partial or complete mediators in multiple paths.In addition,some variables showed significant differences in sociodemographic characteristics such as gender,age,education,and occupation.Finally,in response to the above conclusions,suggestions for improvement such as expanding functional content,increasing publicity,lowering the threshold of use,providing timely information and services,optimizing game design and tapping its own advantages are proposed.This study has certain theoretical contributions and practical contributions.On the one hand,the research model is constructed from two aspects level of basic and innovative services of express App.This not only innovates the model by adding gamification and innovation diffusion theory based on the integration of TAM and D&M model,which completes its application in the new field of user behavior of express App,but also explains the user behavior willingness of smart App from a new perspective,which can provide ideas for similar research.On the other hand,it provides a reference basis for the relevant operators of Cainiao App to solve the problem of damaged reputation and promote active use by users.At the same time,this typical case is used to give suggestions to other peer enterprises to improve their products and services,broaden their markets and enhance their competitiveness. |
