[关键词]
[摘要]
随着在线旅游平台间竞争加剧,了解用户需求以优化平台设计、提升服务质量并获取竞争优势具有重要意义。本文通过半结构访谈收集资料,运用扎根理论进行资料分析,基于用户视角探索了在线旅游平台用户使用意愿影响因素的结构维度。结论如下:在线旅游平台使用意愿影响因素由?4?个维度(平台核心内容、体验提升效果、平台感知效果、转换成本)和?10?个范畴构成。基于“操作性—表达性”双因素理论,建立分析在线旅游平台用户使用意愿影响因素的理论框架。
[Key word]
[Abstract]
Online?travel?sites,?which?serve?as?a?communication?medium?between?travel?providers?and?travel?consumers,?have?flourished?in?recent?years.?With?the?rapid?development?of?Internet?economy,?there?is?fierce?competition?among?online?travel?e-commerce?sites?for?users.?When?the?number?of?online?users?from?incremental?age?into?the?era?of?stock,?online?travel?sites?can?no?longer?take?the?meager?profit?but?high?turnover.?Instead,?online?travel?websites?should?explore?the?optimization?ideas?of?online?travel?websites?from?the?perspective?of?users,?clarify?the?real?demands?of?users?when?they?choose?or?use?online?travel?websites,?intensively?cultivate?the?existing?users,?excavate?the?value?of?single?customers,?and?improve?the?re-purchase?and?re-dissemination.?Therefore,?it?is?very?important?for?online?travel?sites?to?understand?the?real?needs?of?users.?The?purpose?of?this?paper?is?to?explore?the?factors?that?influence?users'?use?of?online?travel?sites.?The?analysis?is?articulated?in?two?steps.?Firstly,?we?used?semi-structured?interview?to?interview?the?users?of?online?travel?websites?to?obtain?first-hand?data.?A?personal?survey?have?been?conducted?for?a?sample?of?16?users?of?online?travel?websites.?Respondents?have?been?asked?about?their?basic?information,?reasons?to?choose?an?online?travel?site?and?the?features?of?an?excellent?online?travel?site.?Next,?we?use?grounded?theory?to?analyze?the?collected?text?data?to?find?the?structural?rules?of?users'?willingness?to?use?online?travel?sites.?Based?on?the?user's?perspective,?the?author?explored?the?structural?dimensions?of?the?factors?influencing?the?users'?willingness?to?use?online?travel?websites.?The?final?conclusion?is?as?follows,?first?of?all,?the?influence?factors?of?users'?willingness?to?use?online?travel?websites?are?composed?of?4?dimensions?and?10?categories.?The?four?constituent?dimensions?of?online?travel?website?users'?willingness?to?use?are?respectively?the?core?content?of?the?website,?the?effect?of?experience?improvement,?the?perceived?effect?of?the?website?and?the?cost?of?conversion.?Secondly,?in?order?to?understand?more?clearly?and?deeply?the?dimensions?and?relationships?of?the?factors?influencing?users'?willingness?to?use?online?travel?websites,?the?author?established?a?theoretical?framework?based?on?the?two-factor?theory?of?"?instrumental?--?expressive?".?When?users?choose?to?use?online?travel?sites,?they?not?only?pursue?the?satisfaction?of?core?needs,?but?also?pursue?better?user?experience?and?the?creation?of?perceived?value.?The?findings?may?have?implications?for?online?travel?website?developers.
[中图分类号]
F592
[基金项目]