| 520 สาระสังเขป |
Exploring factors affecting users' continuance intention of using travel apps has profound theoretical and practical significance for improving the relationship between travel app companies and user groups and for enhancing the competitiveness of companies. On the basis of Expectation Confirmation Theory, Expectation Confirmation Model and relevant literature, this study selects perceived usefulness, confirmation, satisfaction, continuance intention, and introduces trust and habits to propose hypothesis and research model. Reliability and validity analysis, factor analysis and Structural Equation Model analysis were carried out. Finally reveals factors affecting user's continuance intention of using travel apps in Guangdong, and the relationships between variables. |