How experience value affect user stickiness? An empirical research on booking tourism application

Abstract

This study with a view to explore the influencing factors of user stickiness of booking tourism applications’ users. Conducting surveys on samples from China online, this study analyzes the impact of different levels of user experience value, user satisfaction, and perceived risk on user stickiness by using SPSS 23.0 and AMOS 23.0.Results of correlation analysis and structural equation modeling indicate that both functional experience value and user satisfaction significantly positive influence user stickiness, while neither emotional experience value nor perceived risk have significant impact on user stickiness. In addition, user satisfaction is found an important mediator in the relationship between experience value and user stickiness. In exploring the moderating effect of perceived risk, results find that as perceived risk deepens, both the positive impacts of functional experience value and emotional experience value on user satisfaction are weaken, and the positive influence of functional experience value on user stickiness is decline.