Abstract:It is of great significance for the promotion and popularization of tourism ecommerce to study the factors influencing the adoption of mobile hotel reservation. From the perspective of user experience, taking TTF and UTAUT as the theoretical framework, four external variables including situational awareness, user experience, perceived risk and perceived cost are added to build a mobile hotel reservation adoption model. Based on the fact that senior college students have more travel needs, this paper takes coll… Show more
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