Welcome to Francis Academic Press

Academic Journal of Business & Management, 2023, 5(7); doi: 10.25236/AJBM.2023.050717.

Study on the Continued Use Intention of Comprehensive Booking Tourist APP—The Moderating Effect of the Big Five Personality Traits

Author(s)

Yang Li1, Ke Wangyu1, Li Panpan2

Corresponding Author:
Yang Li
Affiliation(s)

1School of Tourism, Xinjiang University, Urumqi, China

2School of Economics and Management, Guangxi Normal University, Guilin, China

Abstract

A theoretical model based on the UTAUT 2 model was developed to explore the influencing factors of sustained use intention of a comprehensive booking travel app and to explore the moderating effect of the Big Five personality. The results show that user satisfaction is influenced by need satisfaction, effort expectation and perceived quality, and continued use intention is influenced by the other four variables except perceived quality; satisfaction has a mediating role; all four personality traits have a moderating effect except openness. This study provides theoretical references for the personalized development and design of comprehensive booking travel APPs, promoting users' continuous use and tourism marketing.

Keywords

integrated booking travel app; big five personality; continuous use intention; UTAUT2 model

Cite This Paper

Yang Li, Ke Wangyu, Li Panpan. Study on the Continued Use Intention of Comprehensive Booking Tourist APP—The Moderating Effect of the Big Five Personality Traits. Academic Journal of Business & Management (2023) Vol. 5, Issue 7: 116-121. https://doi.org/10.25236/AJBM.2023.050717.

References

[1] Yu Chun. Research on the influence of tourists' personality traits on rural tourism product preferences [D]. Hubei University, 2016.

[2] Luan B. Y., Zhang W. D. Research on user satisfaction of mobile audiobook platform based on perception theory [J]. Library Research, 2020(16):81-90.

[3] Deng F-M, Huang S-H, Jin Y-N. Research on the mechanism of viewer demand satisfaction on the willingness of continuous viewing behavior on live web video platform[J]. Journal of the University of Electronic Science and Technology (Social Science Edition), 2020,22(01):85-94.

[4] Xiao F, Ma RN. Factors influencing college students' willingness to use travel APP consistently -- Ctrip as an example [J]. Journal of Gannan Normal University, 2020,41(01):129-134.

[5] Luo Y, Liu Z, Zhao WL. Analysis of the willingness of medical personnel in poor areas to use telemedicine and the factors influencing it[J]. Practical preventive medicine, 2021,28(03):299-303.

[6] Qin Hongxia, Zhou Jianhua, Li Zheng. A study on the differences in the willingness of teachers and students in higher education to use online teaching consistently[J]. Research in Higher Education, 2021, 42(01):83-93.

[7] Wang M. C., Dai X. Y., Yao Sh. Q. Preliminary development of the Chinese Big Five Personality Inventory III: Development of the short form version and reliability testing [J]. Chinese Journal of Clinical Psychology, 2011,19(04):454-457.

[8] Chen Juan, Deng Shengli. An empirical analysis of the factors influencing user experience on social Q&A platforms - Zhihu as an example [J]. Library Intelligence Work, 2015,59(24):102-108.

[9] James Y. L. Thong S H K Y. The Effects of Post-adoption Beliefs on the Expectation-confirmation Model for Information Technology Continuance [J]. International Journal of Human-Computer Studies, 2006,9(64):799-810.

[10] Xiao Huaiyun. Research on mobile social network users' value-creating behavior and its impact [D]. Southeast University, 2018.

[11] Bhattacherjee A. Understanding information systems continuance: An expectation-confirmation model[J]. MIS quarterly, 2001: 351-370.

[12] Wang Dengfeng, Cui Hong. The "openness" of Chinese people: Western "open" personality dimensions and Chinese personality [J]. Journal of Southwestern University (Humanities and Social Sciences Edition), 2006(06):1-10.