【摘要】 通过文献调查构建旅游移动电子商务用户采纳意愿影响因素模型,并利用SPSS软件对模型进行检验和修正,以识别关键影响因素。在数据收集过程中选取有使用经验的用户以面谈方式完成问卷调查,从而提高问卷数据的参考性。研究表明:旅游移动电子商务平台的信息质量、感知价值(含感知有用性与感知易用性)和感知风险对用户采纳意愿有显著影响。前置变量个人特质显著影响用户对信息质量、服务价值和风险的感知。旅游电商企业可以通过保障用户隐私,提高系统安全性以降低用户感知风险;简化服务流程,注重情境相关业务;提高网站信息质量等途径提升用户的服务感知价值,增强用户的采纳意愿。更多还原

【Abstract】 An influence factor model of user adoption of E-tourism service was constructed in this paper based on questionnaire data from well-selected experienced users and SPSS used to verify and modify the model. The results show that the quality of information,perceived value including perceived usefulness and perceived ease of use,and perceived risk of the E-tourism platform have significant effects on user adoption. The individual characteristics have significant effect on perceived quality of information,perceived value and perceived risk.E-Tourism enterprises can lower perceived risk by protecting user privacy and improving the security of the system,and enhance perceived value by simplifying the service process,developing related business range,and improving the quality of information,so as to promote user adoption of E-tourism service.更多还原