消费者使用手机自助预订旅游产品的意愿研究

Research of Consumers’ Willingness to Use Mobile Phone to Book Travel Products

摘要: 近年来，自助旅游者通过手机预订旅游产品的行为成为热点研究问题。本文结合技术接受模型和计划行为理论，探究技术因素和消费者因素对消费者使用手机订购旅游产品的影响模型。本文通过网络调查的方式进行实证研究。结果显示：消费者使用手机预订旅游产品时的感知有用性、相容性、个人信任倾向、主观规范和消费者创新性对其使用意愿有显著的正向影响，而消费者的态度在以上关系中起中介作用。相比于技术因素，消费者因素对消费者使用手机预订旅游产品起主要作用。本文研究结果表明企业应当主要提升消费者因素从而来提升消费者使用手机预订旅游产品的意愿。

Abstract: In recent years, the behaviors of self-help tourists booking travel products through mobile phones have grown up to be a hot research issue. Combining technology acceptance model and planned behavior theory, this paper explores the influence model of technology factors and consumer factors on consumers’ use of mobile phone to order travel products. This paper conducts empirical re-search by means of a network survey. The results show that consumers’ perceived usefulness, compatibility, personal trust tendency, subjective norms and consumer innovation have significant positive effects on their willingness to book travel products through mobile phones, and consumers’ attitude plays a mediating role in the above relationships. Compared with technology factors, consumer factors play a major role in consumers’ use of mobile phones to book travel products. The results of this study show that enterprises should mainly promote consumer factors to enhance consumers’ willingness to book travel products with mobile phones.