중국 Ctrip 모바일앱 특성이 앱 매력도와 만족도 및 지속사용의도에 미치는 영향에 관한 연구: 앱 관여도를 중심으로

Abstract

The purposes of this study is to investigate the characteristics of mobile apps based on previous studies on the characteristics of mobile apps, and examine how these characteristics affect the attractiveness and satisfaction and the intention of continuous use. We will study the moderating effect of involvement between characteristics of mobile apps and the attractiveness and satisfaction. We collected 241 questionnaires from Ctrip users, tested the research models. The analysis results are as follows. The ubiquity, convenience, economics and up-to-date had a positive effect on attractiveness. But information and reliability did not have effect on attractiveness. The ubiquity, convenience, informativeness, economics, up-to-date, and reliability had a positive impact on satisfaction. Attractiveness had a positive effect on satisfaction, and attractiveness had a positive effect on sustainability intention. And satisfaction has a positive effect on continuous usage intentions of mobile app. The relationships between characteristics and satisfaction of mobile app were partially different according to the involvement. The results of this study will contribute to the activation of the mobile tourism app market and suggest useful research results for the mobile tourism industry.