Research On Users’ Continuous Use Intention Of Tourism We-Media

With the development of Internet and the access of mobile devices,mobile search has become the main channel for users to obtain information,and the tourism we-media platform carried on mobile devices has also become an important carrier for the development of "Tourism+Internet".As a new media,we-media has gradually developed and expanded,Tiktok,Micro-blog,WeChat official account and other media platforms are still growing in scale,the growth number of media has increased the competition of tourism we-media industry.Increasing the number of users and exploring the operation strategy are the issues that every we-media operator should pay attention to.In order to improve users’ continuous use intention,tourism we-media operators need to grasp the main factors that affecting users’ continuous use intention.Based on the theory of sustainable use of information system,this study constructs user perceived value of the tourism we-media from three dimensions:functional value,emotional value and social value,and then constructs four variables:perceived value,satisfaction,habit and tourists’ continuous use intention.The results show that:(1)The perceived value of tourism we-media has a significant positive impact on tourists’ continuous use intention;(2)The perceived value of tourism we-media has a significant positive impact on tourists’ satisfaction;(3)Tourists’ satisfaction plays an mediating role between perceived value and tourists’continuous use intention;(4)Habit plays a moderating role between perceived value and tourists’ continuous use intention.