Investigating influence of Travel App Continuous Use—From the Perspective of the Use and Gratification Theory.

• Main Authors: TSAI, ZONG-SHIUAN, 蔡宗軒
• Other Authors: YEH, HSIAOPING
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/sq5zr2

碩士 === 國立高雄科技大學 === 行銷與流通管理系 === 107 === The travel Apps encoded with a variety of functions nowadays have become indispensable because they not only improve the technologies adoption in the travel industry, but also increase the user experience. Their various functions to promote dynamic user experience enable the users’ needs, satisfaction and commitment. In line with the Use and Gratifications Theory (UGT), this study investigates the use of the travel Apps to get insights into the relationship between users’ motivation and gratification, and also if the moderating effects of users’ cognitive needs the features of the travel Apps. This study uses an internet survey and only allows those who have previously used a travel app to fill out the questionnaires. A total of 150 valid questionnaires were collected, and SPSS was applied to analyze the data. The findings indicate that when the travel Apps fulfill the users’ use motivation, the users’ gratification will increase as well as they will continue to use the Apps. However, the uses’ needs and the features of the Apps, including interaction, socialization, utility, and entertainment, would all not enhance the users’ gratification.