| As we all know,in the past decade,technological innovation has affected the production,distribution and consumption of products and services in the tourism and hospitality industries,bringing great changes to the tourism and hospitality industries.With the increasing popularity of mobile networks and mobile devices,applications(APPs)have been recognized as one of the most influential technological innovations in the travel and hospitality industry over the past decade,bringing significant benefits to both tourists and the tourism and hospitality industry.Because APP not only makes the journey more flexible,but also brings convenience to tourists.At the same time,the use of APP has greatly improved tourists’ travel experience.According to the survey,73.8% of Chinese respondents complete all travel searches and travel arrangements on mobile apps which shows the importance of mobile tourism APP for tourists.However,with the popularity of mobile travel apps,some problems gradually appear.For example,apps use big data technology to conduct price discrimination according to the users’ information they have.However,scholars mainly focus on the characteristics of apps and other factors affecting users’ initial and continued usage of APP,but the impact of negative events in APP is scarce.Based on the theory of technological threat avoidance theory and based on users’ perception,this study studies what kind of perception users will have under the situation of big data enabled price discrimination and the mechanism by which perceived price fairness and perceived deception influence users’ continuance usage of this mobile travel APP.Firstly,in the pilot study,151 valid questionnaires were collected to revise the measurement scale of each variable in this study.The results show that the measurement scales in this study have good reliability and validity.Secondly,in the formal study,a total of 898 valid questionnaires were collected,and SPSS and AMOS were used to test the reliability and validity,model and so on.The results show that the big data enabled price discrimination leads to low-level perceived price fairness and high-level perceived deception;The higher the perceived deception level,the higher the perceived threat level,and the less willing to continue using the mobile travel APP.The lower the perceived price fairness,the higher the perceived threat,and the less willing to continue to use the mobile travel APP.The higher the perceived threat level,the higher the avoidance intention and the less willing to adopt emotion-focused coping with and continue to use the travel mobile APP.The higher the avoidance intention,the higher the willingness to use emotion-focused coping;The higher the willingness to adopt emotion-focused coping,the higher the willingness to continue using.However,the effect of avoidance intention on continuous use intention is not significant.Perceived switching cost and inertia can moderate the relationship between users’ perception and continuous usage intention.First,perceived switching cost has a significant moderating effect on the effect of perceived deception on continuance usage intention,but has no moderating effect on the effect of perceived price fairness and perceived threat on continuance usage intention.Second,inertia has a significant moderating effect on the relationships between perceived price fairness,perceived threat and continuance usage intention.There was no moderating effect on the relationship between perceived deception and continuance usage intention. |
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