旅游虚拟社区的网站粘性研究
发布时间：2018-11-28 09:51
【摘要】：旅游业是信息密集型的服务产业，借助互联网技术旅游信息得以广泛传播，随着越来越多的旅游者借助旅游虚拟社区来分享旅游经验、交流心得、结伴同游，旅游虚拟社区也逐渐融入旅游爱好者的生活中，此外旅游者在出行之前都要搜集旅游目的地的信息，虚拟社区凭借各位游客的游记分享、目的地答疑等互动版块为旅游者提供了出行前的参考信息。随着网络技术的普及，旅游虚拟社区势必会成为旅游者经常光顾的网络虚拟社区。 然而，目前国内很多虚拟社区网站目前面临着社区粘性不够，用户流失严重等问题。很多虚拟社区的用户访问和使用虚拟社区只是一次性、暂时性的，缺乏持续访问社区的意愿和重复访问行为，而从虚拟社网站的盈利模式来看，保持一定数量的用户是其持续发展的基础。因此如何挖掘用户信息、增强用户粘性、防止用户流失的问题成为各大虚拟社区网站关注的重点。 首先，本文对选题的研究背景、研究意义及相关理论的国内外研究文献进行了阐述，并对本研究的研究内容和研究方法进行了详细说明，为旅游虚拟社区粘性影响因素的研究和提高粘性建议的提出做好理论铺垫。 其次，本文基于网站视角对网站粘性进行研究，选定典型的旅游虚拟社区——户外资料网搜集用户的上网数据，并通过数据统计分析用户粘性行为表现及这些行为表现的相互关系；基于用户视角，在文献综合分析、专家访谈的基础上，结合前文中对户外资料网粘性行为的分析,以期望确认理论以及信息系统持续使用模型为基础，提出旅游虚拟社区用户粘性影响因素初始模型。 再次，设计旅游虚拟社区粘性影响因素的调查问卷，统计分析结果并运用结构方程方法对旅游虚拟社区粘性影响因素的初始模型进行了验证，研究表明：用户持续使用意愿显著影响粘性行为，感知有用性、感知易用性以及感知转换成本都在不同程度上对持续使用意愿有影响。 最后，综合网站视角和用户视角的研究结论，，归纳旅游虚拟社区存在的问题并提出相关建议，为我国旅游虚拟社区的发展作出贡献。
[Abstract]:Tourism is an information-intensive service industry, tourism information can be widely disseminated with the help of Internet technology. As more and more tourists share tourism experience, exchange experiences and travel together with the help of tourism virtual communities, Tourism virtual community also gradually integrated into the life of tourism lovers, in addition, tourists have to collect travel destination information before travel, virtual communities rely on your travel notes to share, Interactive sections such as destination answers provide tourists with reference information before travel. With the popularization of network technology, tourism virtual community is bound to become the network virtual community frequented by tourists. However, at present, many virtual community websites in China are faced with some problems, such as community stickiness is not enough, and the loss of users is serious. Many virtual community users visiting and using virtual communities are only one-time, temporary, lack of the will to visit the community and repeated visits, and from the virtual society website profit model, Maintaining a certain number of users is the basis for its sustainable development. Therefore, how to mine user information, enhance user stickiness and prevent user loss has become the focus of attention of various virtual community websites. First of all, this paper describes the research background, significance and related theoretical research literature at home and abroad, and the research content and research methods are described in detail. It provides a theoretical basis for the study of the factors affecting the viscosity of the tourism virtual community and the proposal to improve the viscosity. Secondly, based on the research of website stickiness, this paper selects the typical tourism virtual community-Outdoor data Network to collect the online data of users. And through the statistical analysis of the user behavior of sticky behavior and the relationship between these behaviors; Based on the comprehensive analysis of the literature and the expert interviews, based on the analysis of the viscous behavior of the outdoor data network in the previous paper, based on the theory of expectation confirmation and the model of continuous use of the information system, The initial model of user stickiness influencing factors in tourism virtual community is proposed. Thirdly, the paper designs the questionnaire of tourism virtual community viscosity influencing factors, and the results of statistical analysis and the use of structural equation method to verify the initial model of tourism virtual community viscosity impact factors. The results show that the user's willingness to use continuously has a significant impact on the sticky behavior perceived usefulness perceived ease of use and perceived switching cost to varying degrees. Finally, by synthesizing the research conclusions from the perspective of website and user, this paper sums up the problems existing in the tourism virtual community and puts forward some relevant suggestions, so as to contribute to the development of the tourism virtual community in China.
【学位授予单位】：燕山大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F592
本文编号：2362501
[Abstract]:Tourism is an information-intensive service industry, tourism information can be widely disseminated with the help of Internet technology. As more and more tourists share tourism experience, exchange experiences and travel together with the help of tourism virtual communities, Tourism virtual community also gradually integrated into the life of tourism lovers, in addition, tourists have to collect travel destination information before travel, virtual communities rely on your travel notes to share, Interactive sections such as destination answers provide tourists with reference information before travel. With the popularization of network technology, tourism virtual community is bound to become the network virtual community frequented by tourists. However, at present, many virtual community websites in China are faced with some problems, such as community stickiness is not enough, and the loss of users is serious. Many virtual community users visiting and using virtual communities are only one-time, temporary, lack of the will to visit the community and repeated visits, and from the virtual society website profit model, Maintaining a certain number of users is the basis for its sustainable development. Therefore, how to mine user information, enhance user stickiness and prevent user loss has become the focus of attention of various virtual community websites. First of all, this paper describes the research background, significance and related theoretical research literature at home and abroad, and the research content and research methods are described in detail. It provides a theoretical basis for the study of the factors affecting the viscosity of the tourism virtual community and the proposal to improve the viscosity. Secondly, based on the research of website stickiness, this paper selects the typical tourism virtual community-Outdoor data Network to collect the online data of users. And through the statistical analysis of the user behavior of sticky behavior and the relationship between these behaviors; Based on the comprehensive analysis of the literature and the expert interviews, based on the analysis of the viscous behavior of the outdoor data network in the previous paper, based on the theory of expectation confirmation and the model of continuous use of the information system, The initial model of user stickiness influencing factors in tourism virtual community is proposed. Thirdly, the paper designs the questionnaire of tourism virtual community viscosity influencing factors, and the results of statistical analysis and the use of structural equation method to verify the initial model of tourism virtual community viscosity impact factors. The results show that the user's willingness to use continuously has a significant impact on the sticky behavior perceived usefulness perceived ease of use and perceived switching cost to varying degrees. Finally, by synthesizing the research conclusions from the perspective of website and user, this paper sums up the problems existing in the tourism virtual community and puts forward some relevant suggestions, so as to contribute to the development of the tourism virtual community in China.
【学位授予单位】：燕山大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F592
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