Permalink : http://hdl.handle.net/2115/83312

The use of travel-related Consumer Generated Media (CGM) mobile application in tourism information retrieval and tourism information transmission is gaining its popularity in China. Retaining users and facilitating their continuance intention are important for service providers. This study is based on Unified Theory of Acceptance and Use of Technology (UTAUT) to examine Chinese users’ continuance intention toward travel-related CGM mobile application, including the influential role of customer satisfaction in technology acceptance and use. In addition, the structural equation modeling (SEM) was used to test the overall efficacy of UTAUT model and the mediating effect of customer satisfaction among variables. The results indicate that satisfaction plays an essential role in users’ continuance intention as a mediating variable. Furthermore, social influence and facilitating conditions have a direct and significant impact on users’ continuance intention while performance expectancy and effort expectancy have no direct significant impact on it.