관광정보서비스, 결재서비스, 만족도, 재이용의도의 구조적 관계: 중국 시에청을 대상으로
Structural Relationships among Tourism Information, Payment Service, Satisfaction, and Intention to Reuse: Focused on the Ctrip APP in China
The purpose of this study is to investigate the effects of six factors (accuracy, perceived usefulness, perceived ease of use, security, instant accessibility, and ease of use) on re-use intention; and then to help to establish future marketing strategy. In order to achieve the study’s objectives, this study conducted an online questionnaire on the Internet, Wenjuanxing. The total of 270 copies through APP-Wechat (Wicket), and 245 were used for analysis. For statistical processing, SPSS22.0 is used to analyze the influence relationship amongst factors for mobile tourism information service, a variety of analysis, such as factor analysis, reliability analysis, mass regression analysis, simple regression analysis were employed. The results of this study are summarized as follows. As a result of analyzing the factors affecting the satisfaction of consumers using chinese Ctrip mobile app , the perceived usefulness and perceived ease of use of mobile tourism information service attributes have a significant effect on user satisfaction. The accuracy of mobile information service were found to have no significant effect on satisfaction. The security, immediacy of access, and usability of the payment service of mobile APP were found to have a significant effect on satisfaction. And customer satisfaction has a significant effect on re-use intention.
Ⅱ. 이론적 배경
Ⅴ. 결론 및 시사점