Research on the Adoption of Mobile Hotel Reservation Based on TTF and UTAUT

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 college students as an example to make an empirical analysis. The results show that: task technology matching, situational awareness, effort expectation and performance expectation have a significant impact on user experience, and then affect user behavior intention; social impact, perceived risk and perceived cost also have a significant impact on user behavior intention, among which social impact has the strongest impact on college students' mobile hotel reservation intention. Combined with the analysis of empirical results, some suggestions are put forward for the development and operation promotion of mobile hotel reservation application.