A Study on Factors Affecting Behavioral Intention and Behavior of Tourists to Use Tourism Applets in Chongqing, China
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Purpose: This study focused on the influencing factors of behavioral intention and behavior of tourists to use tourism mobile applets in Chongqing, China. Trust, facilitating conditions, social influence, perceived ease of use, perceived usefulness, behavioral intention, and use behavior were examined in the research framework. Research design, data, and methodology: The researcher conducted quantitative research on 500 samples and statistical surveys on tourists in this region, and adopted non-probabilistic sampling technology, including judgment sampling and quota sampling. Before data collection, the index of item-objective congruence (IOC) was used to test validity. Cronbach's alpha coefficient values were taken from a reliability test of 30 participants. The confirmatory factor analysis (CFA) and structural equation model (SEM) were used for statistical analysis, including validity, reliability, and goodness of fit tests. Results: The biggest factor affecting the behavioral intention to use tourism mobile applets was the facilitating conditions and trust. Meanwhile, social influence, perceived ease of use, and perceived usefulness were important factors affecting the behavioral intention to use tourism mobile applets. The behavioral intention was also an important factor that affected the use behavior to use tourism mobile applets. Conclusions: The enterprises should attach great importance to the facilitating conditions, trust, social influence, perceived ease of use, and usefulness of the tourism mobile applets to improve tourists' behavioral intention and use.
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