Abstract

Purpose: The study aims to examine the factors affecting the intention to continue using travel product mobile apps by utilizing the Value-based Adoption Model. By verifying the influence relationship between perceived benefits, perceived risks, perceived value, satisfaction, and intention to continue using travel product mobile apps, this study aims to reveal factors that can improve the quality of relationship with consumers from the service perspective rather than the technical acceptance of travel product mobile apps and suggest practical solutions for mobile apps. Research design, data and methodology: This study targeted people in their 20s to 40s who are likely to use travel-related mobile apps. The study was conducted over of approximately two months from April 1 to May 30, 2025, and a total of 274 answers were used for statistical analysis. Results: The results showed that enjoyment and usefulness cause a positive (+) effect on perceived value, while perceived risk had a negative (-) effect on perceived value, and technical stress had no effect on perceived value. Perceived value was found to cause a positive effect on satisfaction and to play a complete mediating role in the intention to continue using the product. Conclusion: It is necessary to establish specific, actionable strategies to connect the value that customers perceive with satisfaction. It would be useful to classify customers according to their satisfaction levels, build personalized services based on satisfaction levels, and develop a system that can measure satisfaction in real time.