游客使用景区移动商务的关键影响因素研究

doi:10.3785/j.issn.1008-9497.2017.05.018

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摘要基于景区移动商务的技术属性和商品属性，结合技术接受模型，建立了游客使用景区移动商务影响因素的结构方程模型.通过网络问卷调查法回收数据，对研究假设和概念模型进行了实证检验.结果显示，感知有用性、感知易用性、主观规范是游客使用景区移动商务的关键影响因素，感知易用性和主观规范同时显著正向影响游客对景区移动商务的有用性感知.最后，根据实证结果对景区移动商务的发展和未来研究的方向提出了相应建议.

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	毕娟
	周玲强
	孙高建

关键词 ：景区, 移动商务, 技术接受模型, 使用意愿

Abstract：Based on the technology attribute and commodity attribute of scenic areas' mobile commerce, this paper established the structural equation model of factors influencing tourists' usage of scenic areas' mobile commerce. Using the data collected from online questionnaire survey, the hypothesis and conceptual model were empirically tested and verified. Results show that perceived usefulness, perceived ease of usage and subjective norms are the key factors exerting influence on tourists' usage of scenic areas' mobile commerce. Meanwhile, perceived ease of usage and subjective norms are significantly and positively associated with tourists' perception of scenic areas' mobile commerce's usefulness. Finally, advices are provided for developing scenic areas' mobile commerce, as well as for future research.

Key words： scenic area mobile commerce technology acceptance model intention to use

收稿日期: 2016-08-30

ZTFLH:	F592
	B849

基金资助:国家社会科学基金资助项目（13BJY148）；智慧旅游新业态研究项目（13BJY148）.

作者简介: 毕娟(1986-),ORCID:http://orcid:org/0000-0002-2287-0141,女,博士研究生,主要从事旅游者行为、旅游电子商务、出入境旅游等研究,E-mail:bj@zju.edu.cn.

引用本文:

毕娟, 周玲强, 孙高建. 游客使用景区移动商务的关键影响因素研究[J]. 浙江大学学报（理学版）, 2017, 44(5): 616-622.
BI Juan, ZHOU Lingqiang, SUN Gaojian. Key factors influencing tourists' usage of scenic areas' mobile commerce. Journal of ZheJIang University(Science Edition), 2017, 44(5): 616-622.

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http://www.zjujournals.com/sci/CN/10.3785/j.issn.1008-9497.2017.05.018 或 http://www.zjujournals.com/sci/CN/Y2017/V44/I5/616

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