文旅商融合背景下旅游小程序的用户消费行为研究——以同程旅行为例

• 作者： 付丽 ¹ 药文琴 ¹
• 作者单位：
  1.  太原师范学院经济与管理学院
• 发布时间：2024-10-17

摘要: 当前移动APP人口红利逐渐消失，而H5与云储存等技术的快速发展推动了众多小程序的诞生。国内对小程序领域的研究已取得一定进展，但对于旅游类小程序的研究却相对较少，本文在已有文献研究的基础上选取五个构成概念，分别是感知质量、感知价值、品牌形象、用户满意以及用户忠诚度来展开对同程旅行小程序用户满意度影响因素的研究。结果表明：品牌形象、感知质量依次对同程旅行小程序的用户满意度有着重要影响，且用户满意对用户忠诚呈现显著的正向影响。本研究仅供参考。

Abstract: The current disappearance of the demographic dividend in mobile app users, coupled with the rapid development of technologies such as H5 and cloud storage, has propelled the emergence of numerous mini-programs. While there has been some progress in research on mini-programs in China, studies on tourism-related mini-programs are relatively scarce. Building upon existing literature, this study selects fi ve conceptual constructs—perceived quality, perceived value, brand image, user satisfaction, and user loyalty—to investigate the factors infl uencing user satisfaction with the Tongcheng Travel mini-program. The results indicate that brand image and perceived quality sequentially exert signifi cant infl uences on user satisfaction with the Tongcheng Travel mini-program, and user satisfaction signifi cantly and positively aff ects user loyalty. This study is for reference only.

• 分类： 工商管理学 >> 旅游管理
• 稿件状态： 已在期刊出版
期刊名称： 《中国商论》 2024年 第8期
• 引用： PSSXiv:202410.01514 (或此版本 PSSXiv:202410.01514V1)
  DOI:10.19699/j.cnki.issn2096-0298.2024.08.066
  CSTR:32012.36.PSSXiv.202410.01514
• 推荐引用方式： 付丽,药文琴.文旅商融合背景下旅游小程序的用户消费行为研究——以同程旅行为例.中国商论,2024(8).[DOI:10.19699/j.cnki.issn2096-0298.2024.08.066] (点此复制)