旅游微信公众号用户信息采纳行为的影响因素——基于ELM和UTAUT的整合分析
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摘要
基于ELM和UTAUT构建旅游微信公众号用户信息采纳行为影响因素模型,分析旅游微信公众号用户信息采纳行为的影响因素及其影响机制。研究发现:信息质量、信息源可信度、绩效期望、努力期望和社会影响显著正向影响旅游微信公众号用户信息采纳意愿,其中,绩效期望是影响旅游微信公众号用户信息采纳意愿的最强动因,信息源可信度次之,努力期望最弱;促进条件对旅游微信公众号用户信息采纳行为影响不显著,采纳意愿显著正向影响旅游微信公众号用户信息采纳行为。据此,提出满足用户期望以实现信息价值,健全法律法规以规范信息行为,塑造优良口碑以增强用户信任等对策,以推进旅游微信公众号的发展和服务质量的提升。
Based on ELM and UTAUT, this paper designs influence factors model of users′ information adoption behavior of tourism WeChat official accounts, and analyzes the influencing factors and influencing mechanism of users′ information adoption behavior of tourism WeChat official accounts. The results show that information quality, credibility of information source, performance expectation, effort expectation and social influence have a significant positive impact on the users′ information adoption willingness of tourism WeChat official accounts. Among them, performance expectation is the strongest motivation of the users′ information adoption willingness of tourism WeChat official accounts, followed by credibility of information source, and effort expectations are the weakest. Facilitating conditions have no significant influence on users′ information adoption behavior of tourism WeChat official accounts. The adoption willingness has a significant positive impact on the user′s information adoption behavior of tourism WeChat official accounts. Therefore, it is proposed that users′ expectations should be satisfied to realize the value of information. Laws and regulations should be perfected to standardize information-related behaviors. Good reputation should be developed to enhance users′ trust, in order to improve the operation of tourism WeChat official accounts and their service quality.
Based on ELM and UTAUT, this paper designs influence factors model of users′ information adoption behavior of tourism WeChat official accounts, and analyzes the influencing factors and influencing mechanism of users′ information adoption behavior of tourism WeChat official accounts. The results show that information quality, credibility of information source, performance expectation, effort expectation and social influence have a significant positive impact on the users′ information adoption willingness of tourism WeChat official accounts. Among them, performance expectation is the strongest motivation of the users′ information adoption willingness of tourism WeChat official accounts, followed by credibility of information source, and effort expectations are the weakest. Facilitating conditions have no significant influence on users′ information adoption behavior of tourism WeChat official accounts. The adoption willingness has a significant positive impact on the user′s information adoption behavior of tourism WeChat official accounts. Therefore, it is proposed that users′ expectations should be satisfied to realize the value of information. Laws and regulations should be perfected to standardize information-related behaviors. Good reputation should be developed to enhance users′ trust, in order to improve the operation of tourism WeChat official accounts and their service quality.
引文
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[19]KURFALI M,ARIFO■LU A,TOKDEMIR G,et al.Adoption of e-government services in Turkey[J].Computers in Human Behavior,2017,66(1):168-178.
[20]MARTINS C,OLIVEIRA T,POPOVI■ A.Understanding the Internet banking adoption:a unified theory of acceptance and use of technology and perceived risk application[J].International Journal of Information Management,2014,34(1):1-13.
[21]RAMAN A,SANI R M,KAUR P.Facebook as a collaborative and communication tool:a study of secondary school students in Malaysia[J].Procedia-Social and Behavioral Sciences,2014,155(6):141-146.
[22]杨青,李存金,闫永晶.基于UTAUT模型的高校学生E-learning采纳影响因素分析[J].科技和产业,2014,14(6):68-73.
[23]中国互联网络信息中心.第42次中国互联网络发展状况统计报告[EB/OL].[2018-11-23].http://www.cnnic.net.cn/hlwfzyj/hlwxzbg/hlwtjbg/201808/P020180820630889299840.pdf.
[24]曾五一,黄炳艺.调查问卷的可信度和有效度分析[J].统计与信息论坛,2005,20(6):11-15.
[25]BARRETT P.Structural equation modelling:adjudging model fit[J].Personality and Individual Differences,2007,42(5):815-824.
[2]杨艳妮,明均仁,黄传慧.基于TAM3的移动图书馆APP用户的信息采纳行为研究[J].图书馆,2015(9):90-95.
[3]李欣颖,徐恺英,盛盼盼.餐饮外卖移动APP信息采纳行为影响因素实证研究[J].图书情报工作,2016,60(18):133-139.
[4]彭丽,杜志银,黄成.基于结构方程的微信公众平台健康养生类信息采纳意愿研究[J].现代预防医学,2018,45(7):1255-1259,1273.
[5]HUSSAIN S,AHMED W,JAFAR R M S,et al.EWOM source credibility,perceived risk and food product customer′s information adoption[J].Computers in Human Behavior,2017,66(1):96-102.
[6]朱振涛,李娜,朱燕燕.智能可穿戴设备在线评论有用性的信息采纳模型研究[J].南京工程学院学报(社会科学版),2017,17(4):48-55.
[7]CACIOPPO J T,PETTY R E,STOLTENBERG C D.Processes of social influence:the elaboration likelihood model of persuasion[J].Advances in Cognitive-Behavioral Research and Therapy,1985(4):215-274.
[8]迈克尔·所罗门,卢泰宏,杨晓燕.消费者行为学[M].10版.杨晓燕,郝佳,胡晓红,等译.北京:中国人民大学出版社,2014:180-181.
[9]VENKATESH V,MORRIS M G,DAVIS G B,et al.User acceptance of information technology:toward a unified view[J].MIS Quarterly,2003,27(3):425-478.
[10]BALLOU D P,PAZER H L.Modeling data and process quality in multi-input,multi-output information systems[J].Management Science,1985,31(2):150-162.
[11]CHEN C C,CHANG Y C.What drives purchase intention on Airbnb?Perspectives of consumer reviews,information quality,and media richness[J].Telematics and Informatics,2018,35(5):1512-1523.
[12]耿荣娜,张向先,郭顺利.社会化电子商务用户信息采纳行为影响因素研究[J].情报科学,2017,35(10):160-166.
[13]晁亚男,刘庆旭,毕强.数字图书馆知识链接用户使用意愿影响因素及实证研究[J].现代情报,2017,37(9):35-43.
[14]李恩科,许强,郭路杰.高校移动图书馆用户采纳意愿影响因素的实证研究[J].图书馆论坛,2016(1):85-93.
[15]王丹凤.社交媒体产品推荐信息用户采纳意愿的影响因素研究[D].北京:北京邮电大学,2018.
[16]MADIGAN R,LOUW T,DZIENNUS M,et al.Acceptance of automated road transport systems (ARTS):an adaptation of the UTAUT model[J].Transportation Research Procedia,2016(14):2217-2226.
[17]ABRAHāO R D S,MORIGUCHI S N,ANDRADE D F.Intention of adoption of mobile payment:an analysis in the light of the unified theory of acceptance and use of technology (UTAUT)[J].Rai Revista De Administra?āo E Inova?āo,2016,13(3):221-230.
[18]陈洁,朱小栋.基于UTAUT和ITM整合视角的微信支付用户使用行为影响因素研究[J].现代情报,2015,35(4):35-40.
[19]KURFALI M,ARIFO■LU A,TOKDEMIR G,et al.Adoption of e-government services in Turkey[J].Computers in Human Behavior,2017,66(1):168-178.
[20]MARTINS C,OLIVEIRA T,POPOVI■ A.Understanding the Internet banking adoption:a unified theory of acceptance and use of technology and perceived risk application[J].International Journal of Information Management,2014,34(1):1-13.
[21]RAMAN A,SANI R M,KAUR P.Facebook as a collaborative and communication tool:a study of secondary school students in Malaysia[J].Procedia-Social and Behavioral Sciences,2014,155(6):141-146.
[22]杨青,李存金,闫永晶.基于UTAUT模型的高校学生E-learning采纳影响因素分析[J].科技和产业,2014,14(6):68-73.
[23]中国互联网络信息中心.第42次中国互联网络发展状况统计报告[EB/OL].[2018-11-23].http://www.cnnic.net.cn/hlwfzyj/hlwxzbg/hlwtjbg/201808/P020180820630889299840.pdf.
[24]曾五一,黄炳艺.调查问卷的可信度和有效度分析[J].统计与信息论坛,2005,20(6):11-15.
[25]BARRETT P.Structural equation modelling:adjudging model fit[J].Personality and Individual Differences,2007,42(5):815-824.