A study on the effect of mobile tourism information services on tourist satisfaction and continual reuse intention

Abstract

This study investigates how perceived risk, innovation, social effects, perceived usefulness, perceived ease of use, and satisfaction determine tourists’ continual usage intentions of mobile tourism information services. To test the conceptual model, Structural Equation Modeling was applied to data collected from Korean tourists. The results showed that there were significant relationships between the variables except two paths. The two insignificant paths were the effect of innovation on perceived usefulness and on perceived ease of use. Perceived risk, social effects, perceived usefulness, perceived ease of use, and satisfaction were each found to have a direct or indirect influence on tourists’ continual reuse intentions. The identified factors that influence continual usage intentions on mobile services are potentially useful for analyzing the market trends and suggesting industrial guidelines for mobile services.