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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


Yang Li1, Ke Wangyu1, Li Panpan2

Corresponding Author:
Yang Li

1School of Tourism, Xinjiang University, Urumqi, China

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


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.


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.


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