Abstract
Based on the theory of planned behavior and expectation-confirmation model, this paper tried to develop an integrated model for understanding users’ continuance intention behavior toward mobile travel booking service. A total of 543 valid questionnaires were collected and proposed research model were tested by using structural equation modeling. The results revealed that the continuance intention of mobile travel booking service is affected by perceived usefulness, user satisfaction, subject norm and perceived behavioral control. Among them, the user satisfaction had the most significant influence. And finally, the author proposed the strategies by discussing the results.
Highlights
The modern technology featuring new internetwork and mobile communication is exerting profound influence on the development course of tourism industry while bringing tourists convenient, brisk and bran-new travel experience
It is clear that the square roots of AVE of all the six potential variables are larger than the factor correlation coefficients between these potential variables and other ones, showing good discriminant validity between potential variables (Chin et al, 1997)
After using a mobile travel booking service, the user will have the subjective evaluation on its experience
Summary
The modern technology featuring new internetwork and mobile communication is exerting profound influence on the development course of tourism industry while bringing tourists convenient, brisk and bran-new travel experience. Compared to the traditional online travel booking, the main characteristic of mobile travel booking is that consumer can booking tourism products or service at anytime from anywhere (Wang & Liao, 2008). According to the data from China online travel booking industry development report (CNNIC, 2013), the number of online travel booking user has reached 133 million, and the user with mobile booking experience is about 20.3%. A large number of on-line travel agencies such as Ctrip, Elong and Qunar have increased the investment on mobile booking and attracted users by launching travel booking APP. Mobile travel booking as a specific information system, if no user long-term effectively use, it is hard for the travel service provider to get benefit. It is necessary for this paper to identify the factors affecting continuance intention of mobile travel booking service
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