Usage Intention of Green Travel Carbon Inclusion Platform Based on TAM Model and MIMIC Model

In order to study the impact of psychological potential factors and exogenous factors on the use of green travel carbon inclusive platform, a multiple indicators and multiple causes (MIMIC) model was proposed. The technology acceptance model (TAM) is used as the framework to expand potential factors, and the interaction between perceived usefulness, perceived ease of use, attitude, social influence, low-carbon awareness, switching costs, incentive attraction and usage intention is studied. The causal relationship between exogenous variables such as individual socioeconomic attributes and potential variables is also analyzed. The result shows that gender, number of family members and frequency of public travel directly affect the intention to use the platform. Perceived usefulness (0.308) has the greatest effect on the overall use intention, followed by low carbon awareness (0.232), social influence (0.195), attitude (0.174) and perceived ease of use (0.152). Users care more about practicability than ease of use. Low carbon awareness and switching costs have only indirect effects on the willingness to use. This study provides suggestions for the improvement and promotion of the carbon inclusive platform for green travel.