伴随体验经济时代的来临，旅游新业态、新模式的发展已然势不可挡。目前， 为了紧跟信息时代发展的步伐，互联网产业正在经历新一轮的变革和进步，其对 经济发展和人们的生产生活方式带来了巨大的影响，同时为旅游业的发展也注入 了新的动能，互联网与旅游业的交叉融合，延伸了产业的边界，从而也衍生出了 许多互联网形式下的新型产品。在 5G 技术的诞生和移动通信网络的高速发展的 背景下，移动设备终端已成为实现智慧旅游的重要载体，其中旅游APP已成为“互 联网+旅游”发展的新兴模式。其中，预订类旅游 APP 以其强大的预订性能、丰 富的旅游产品信息、便利的线上互动等优势功能，成为下载量最高且自助旅游不 可或缺的旅游 APP。 心流体验理论是用户体验理论的重要内容之一，也是一种构成型构念。体验 经济时代背景下，受到国内外学者的广泛关注，其已成为衡量用户粘性的重要指 标之一。用户粘性是指用户在使用产品的过程中，逐渐形成的一种无意识的主观 意愿，是测量用户对产品的偏好、持续使用意向和忠诚度的重要指标。把握预订 类旅游 APP 用户的影响因素，是实现旅游手机产业智慧化发展的有效途径。 鉴于此，本文以预订类旅游 APP 为研究主体，以传播效果层次理论的“认知 →态度→行为”为框架，整合心流体验理论和情感依恋理论，构建预订类旅游 APP 用户粘性理论模型，并提出相关假设。首先，基于对国内外相关文献的梳理和归 纳提取，确定变量的维度，通过专家咨询和小组讨论后确定调查问卷题项。运用 SPSS21.0 检验预调研数据的信度和效度，净化题项，最终形成正式调查问卷。 采取线上（问卷星平台）和线下（实地调研）两种方式收集研究数据，并对数据 进行统计分析。使用 AMOS21.0 软件进行验证性因子分析和模型适配检验，执 行参数估计对研究假设进行验证，得到预订类旅游 APP 用户粘性的理想模型。 依据理论模型的参数估计结果验证原有假设，验证结果表明，（1）心流体 验对预订类旅游 APP 用户的情感依恋有着显著的正向影响。（2）心流体验对预 订类旅游 APP 用户粘性有着显著正向影响。（3）情感依恋对预订类旅游 APP 用户粘性有着显著正向影响。（4）情感依恋是测量旅游者对预订 APP 用户粘性 的中介变量，在心流体验与用户粘性的作用机制中起到中介效应。最后，根据假新疆大学硕士学位论文 III 设验证结果，依据社会发展背景和需求，对预订类旅游 APP 的技术开发提出如 下建议，关注预订类 APP 的易用性和有用性；充分了解市场需求和旅游者情感 需求；重点关注自助游游客对预订类旅游 APP 的用户粘性。 关键词，用户粘性；心流体验理论；情感依恋理论；预订类旅游 APP新疆大学硕士学位论文 IV Abstract With the advent of the experience economy era, the development of new tourism formats and new patterns has become inevitable. At present, in order to keep pace with the development of the information age, the Internet industry is undergoing a new round of changes and progress, which has a profound impact on the development of the world economy and people's way of life. This has also brought a new opportunity for the development of tourism industry. The cross-integration of Internet and tourism has extended the boundaries of the industry, which has also spawned many new Internet products. With the birth of 5G technology and the rapid development of mobile communication network, mobile terminal has become an important carrier of intelligent tourism. Tourism APP has become a new development mode of Internet + tourism. Among them, the booking-type travel App has become the most popular downloading travel APP for self-service tourism because of its powerful booking performance, rich tourism product information, convenient online interaction and other advantages. The theory of flow experience is one of the important contents of user experience theory, and it is also a constitutive construct. In the experience economy era, it has attracted the attention of scholars at home and abroad, and it has become one of the important indicators to measure user stickiness. User stickiness refers to an unconscious subjective will gradually formed by users in the process of using products. It is an important indicator to measure users' preference for products, continuous use intention and loyalty. Grasping the influencing factors of booking-type travel APP users is an effective way to realize the intelligent development of the tourism mobile phone industry. This paper takes the booking tourism APP as the research subject, and adopts the cognition-attention-behavior framework of the communication effect hierarchy theory as the framework, integrates the theory of flow experience and emotional attachment theory, constructs booking tourism APP user stickiness theory model, and新疆大学硕士学位论文 V puts forward relevant hypotheses. Firstly, based on summarizing the relevant literature at home and abroad, the dimension of variables is determined, and the pre-survey questionnaire is determined after expert consultation and group discussion. SPSS 21.0 is used to analyze the pre-survey data by exploratory factor analysis and descriptive statistical analysis, eliminating invalid items, and finally forming a formal questionnaire. Official data are obtained by online (questionnaire platform) and offline (field survey) methods, and the samples are analyzed statistically. Based on the data, the confirmatory factor analysis is carried out using AMOS 21.0. According to the parameter estimation results of the theoretical model, an ideal model of the stickiness of booking travel APP is obtained. The original hypothesis is verified according to the parameter estimation results of the theoretical model. The results show that: (1) Flow experience has a significant positive impact on the emotional attachment of users in booking travel APP. (2) Flow experience has a significant positive impact on the stickiness of APP uesrs. (3) Emotional attachment has a significant positive impact on the stickiness of users in booking travel APP. (4) Emotional attachment is a mediating variable in measuring tourists' stickiness in booking travel APP. It plays a mediating role in the mechanism of flow experience and user stickiness. Finally, based on the hypothesis verification results, according to the social development background and needs, the following suggestions are proposed for the technology development of the reservation-type travel APP: pay attention to the ease of use and usefulness of the subscription-type APP; fully understand the market demand and the emotional needs of the tourists; Self-guided tourists are sticky to users of booking-type travel apps. Key words: User stickness; Flow experience; Emotional attachment; Tourism reservation application新疆大学硕士学位论文 VI 目 录 摘要 .....................................................................................................................................II Abstract..................................................................................................................................IV 一、绪论 ..................................................................................................................................1 （一）研究背景..............................................................................................................1 （二） 研究意义............................................................................................................2 1、理论意义 ..........................................................................................................2 2、实践意义 ..........................................................................................................2 （三） 研究内容............................................................................................................3 （四）研究方法与技术路线..........................................................................................3 1、研究方法 ..........................................................................................................3 2、技术路线 ..........................................................................................................4 （五）研究创新点..........................................................................................................5 二、理论基础及文献综述.......................................................................................................6 （一）旅游 APP 概述....................................................................................................6 1、旅游 APP 的定义与分类 .................................................................................6 2、旅游 APP 的相关研究 .....................................................................................7 （二）传播效果层次理论概述......................................................................................9 （三）心流体验相关研究文献综述............................................................................10 1、心流体验的概念界定.....................................................................................10 2、心流体验的构成维度.....................................................................................11 3、心流体验的相关研究.....................................................................................12 （四）情感依恋理论文献综述....................................................................................16 1、情感依恋的概述 ............................................................................................16 2、情感依恋的相关研究.....................................................................................16 （五）用户粘性相关研究文献综述............................................................................19 1、 用户粘性的概念与内涵...............................................................................19 2、 用户粘性的研究评述...................................................................................20 三、 研究假设与理论模型构建...........................................................................................22 （一）心流体验与研究假设........................................................................................22 （二）情感依恋与研究假设........................................................................................23 （三）理论模型构建....................................................................................................24 四、数据来源与分析.............................................................................................................26 （一）问卷设计............................................................................................................26 1、基础信息题项设计 ........................................................................................26 2、量表设计 ........................................................................................................26 （二）预调研测试与问卷调整....................................................................................29 1、预调研问卷收集 ............................................................................................29 （三）数据收集............................................................................................................35 （四）数据分析............................................................................................................35新疆大学硕士学位论文 VII 1、描述性统计分析 ............................................................................................35 2、回答偏差检验 ................................................................................................38 3、观察变量均值分析 ........................................................................................38 4、信度分析 ........................................................................................................40 五、模型验证与假设检验.....................................................................................................41 （一）验证性因子分析................................................................................................41 （二）区别效度............................................................................................................43 （三）结构模型与假设验证........................................................................................44 （四）总效应、直接效应与间接效应........................................................................45 六、 结论讨论与启示...........................................................................................................47 （一）文章结论............................................................................................................47 （二）建议 ...................................................................................................................48 （三）不足与展望........................................................................................................49