- 권한신청
- P-ISSN1738-3110
- E-ISSN2093-7717
- SCOPUS, ESCI
방한 중국 관광객의 모바일 여행 앱 이용의도에 관한 연구
The Use Intention of Mobile Travel Apps by Korea-Visiting Chinese Tourists
이종호 (Dept. of Electronic Commerce, Kongju National University)
Abstract
Purpose - This study focuses on use intention of mobile travel Apps by Chinese tourists visiting Korea based on UTAUT model, ISS model and ITM model. And the corresponding market promotion schemes are proposed for operators of mobile travel Apps by the research results. Research design, data, and methodology - After collecting 326 respondents in China with cross-sectional questionnaires, this study begins the empirical research with users of mobile travel Apps, and analyzes data with IBM SPSS 23.0 and IBM AMOS 23.0. Results - The results of this study include the following aspects: firstly, the System quality and Information quality are accepted for hypotheses of Satisfaction and Performance expectancy. Secondly, the Personal Propensity to Trust and Firm Reputation are accepted for Initial Trust hypothesis, and the hypotheses of Firm Reputation and Initial Trust are accepted for Use Intention. Thirdly, the Performance expectancy, Effort expectancy, Social influence are accepted for Use Intention hypothesis. Conclusions - With the increase of tourists visiting Korea, it can be predicted that the needs visiting Korea will be increased persistently for Chinese - this trend brings about the increase of the Chinese travel. First, information quality greatly influences satisfaction and performance expectancy. The research result shows that, the higher the mobile traveling App's information quality is, the higher the satisfaction and performance expectancy will be. Therefore, operators of mobile traveling App should have in-depth investigations towards users, to know the latter's real demand to the information quality and then provide corresponding services. Second, performance expectancy and effort expectancy greatly influence users' intention. Therefore, mobile traveling App operators should improve Apps' convenience and efficiency and, in doing so, find an effective method for market expansion. Third, social influence greatly affects users' intention. The result shows that mobile traveling App operators should pay attention to the influence of mass media and friends' recommendation on users, thereby it is necessary to improve advertisement activities. Fourth, initial trust also influences users' intention. The result shows that initial trust is a key element inducing users to generate use intention. Therefore, mobile traveling Apps operators should make efforts to catch elements that influence users' initial trust.
- keywords
- UTAUT, ISS, ITM, Mobile Travel Goods APP, Chinese Tourists Visiting Korea
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