【摘要】 网约导游是"互联网+旅游"和导游执业自由化的产物,是提高游客满意度、提升导游职业尊严、建设人民群众更加满意的现代服务业的重要途径。文章基于技术接受模型(TAM)和技术准备度(TRI)理论,构建游客感知、个性特质和使用网约导游意向之间关系的概念模型,并提出研究假设;采用问卷调查收集数据,运用结构方程模型和AMOS软件验证假设,对游客的使用意向及其影响因素进行研究。研究发现:(1)游客的感知易用性和技术准备度是影响游客使用意向的主要因素,且表征个性特质的技术准备度更为重要。(2)游客感知有用性对其使用意向不存在显著影响,这说明培育市场、培养用户习惯和粘性的阶段已经初步完成。(3)游客的乐观性、创新性和缺乏安全感特质是主要前因变量,并通过感知易用性影响游客的使用意向,缺乏安全感是改进的重点方向。(4)TAM是新技术推广领域最具解释力的模型之一,但也有其适用范围,需要进行必要的修正、扩展或改进。更多还原

【Abstract】 The quality of the tour guide service is a"short board"in China’s tourism service quality system. The dilemma of tour guides, caused by the problem of"zero and negative inclusive-fee"and the corresponding of the compensation system, has been a long-existing issue in the current development of China’s tourism industry that needs to be addressed.As a product of"Internet + tourism", booking freelance tour guides online is an emerging business model that aims to improve the satisfaction of tourists, promote tour guides’ professional identity and dignity, and develop a more satisfactory modern service industry for the people. However, the acceptability of this model by consumers has not been well-documented in the literature. What factors may influence their intentions to use the model? Though some pilot programs to reform the tour guide model has been carried out for several years, these questions are still unknown in the literature.Therefore, understanding tourist’s intentions and influencing factors for online booking freelance tour guides is very important. Through literature review, this study constructs a conceptual model of the relationship among tourists’ perception, personality traits, and use intentions based on the theory of technology acceptance model(TAM) and technology readiness index(TRI), and proposes research hypotheses. The data in this study were collected by online questionnaire survey. The hypotheses were tested by structural equation model(SEM) and AMOS. The findings of this study are as follows. Firstly,the perceived ease of use and technology readiness of tourists are the primary factors affecting their use intentions. Since the standardized path coefficient of the technology readiness is larger than that of the perceived ease of use, the technology readiness of personal traits plays a more important role than perceived ease of use on tourists’ use intentions. Therefore, online tour guide platform enterprises can prioritize their efforts to analyze users’ personalities and preferences, and provide targeted precise marketing and personalized services. Secondly, the perceived usefulness of tourists has no significant correlation with their use intentions and most variables in the model. The differences in perceived usefulness among tourists with various socio-demographic characteristics are marginal. These results indicate that the phase of cultivating market and users’ habits and loyalty has been preliminarily completed. Consequently, online tour guide platform enterprises need to pay more attention to improve"ease of use"instead of usefulness of online tour guide in the promotion strategies. Thirdly, tourists’ optimism, innovativeness, and insecurity are the main antecedents, and affect their use intentions through perceived ease of use. This result indicates that there are more constraints and concerns to accept new technology for tourists in an unusual environment. Due to the relative stability of optimism and innovativeness, insecurity will be the key point of improvement. Accordingly, it is necessary to dispel tourists’ misgivings about payment security and privacy disclosure and enhance tourists’ trust in the effectiveness of online tour guide mode. Lastly, the TAM is one of the most explanatory models in the field of new technology promotion, however, it needs modification or extension as its application is limited. The methodology to integrate TRI to TAM to examine the changes of influencing factors in different development stages and use situations in this study can be applied to research on new technology in tourism and offers management implications to online tourism agencies.更多还原