School of Tourism and Urban-rural Planning, Zhejiang Gongshang University, Hangzhou, Zhejiang, China.
Hangzhou College of Commerce, Hangzhou, Zhejiang, China.
PLoS One. 2021 Mar 12;16(3):e0248460. doi: 10.1371/journal.pone.0248460. eCollection 2021.
How and why customers engage with mobile travel apps is vital to mobile marketing of travel-related companies. This paper discusses the antecedents and consequences of mobile travel app engagement. Specifically, this study aims to understand how travel app attributes stimulate mobile travel app engagement and lead to purchase intention. A research model is established based on the Stimulus-Organism-Response (S-O-R) model and the model is tested by Partial Least Squares Path Modeling (PLS-PM). The results show that ease of use, compatibility, and UI attractiveness positively influence mobile travel app engagement, and in turn, affect purchase intention. Furthermore, a multi-group analysis shows that the attributes affecting mobile travel app engagement differ across different customer groups. This paper discusses some theoretical and practical implications.
用户如何以及为何使用移动旅行应用程序对与旅行相关的公司的移动营销至关重要。本文讨论了移动旅行应用程序参与度的前因和后果。具体来说，本研究旨在了解旅行应用程序属性如何激发移动旅行应用程序参与度并导致购买意向。基于刺激-有机体-反应（S-O-R）模型建立了研究模型，并通过偏最小二乘路径建模（PLS-PM）进行了测试。结果表明，易用性、兼容性和 UI 吸引力对移动旅行应用程序参与度有积极影响，进而影响购买意向。此外，多群组分析表明，影响移动旅行应用程序参与度的属性在不同的客户群体中有所不同。本文讨论了一些理论和实际意义。
