旅游虚拟社区用户参与对忠诚的倒“U”形作用机理

发布时间：2018-06-04 09:18

本文选题：旅游虚拟社区 + 用户参与　；参考：《旅游学刊》2017年02期

【摘要】：鉴于网络用户易转移性使得旅游网站用户粘性普遍不高,以旅游虚拟社区为背景,自我决定理论及四层次消费者认知结构模型为基础,结合半结构式访谈及情境问卷深入探讨用户参与对网络用户忠诚的作用机理,并试图打开虚拟社区归属感及服务个人价值在其中的影响黑箱。研究发现:参与广度对用户忠诚存在倒"U"形影响;归属感分别对参与广度、深度与忠诚的关系有显著调节作用。安宁生活价值和社会融合价值在用户参与与忠诚间存在显著中介作用;虽然社会认同价值与忠诚存在相关关系,但对用户参与与忠诚关系的中介作用不显著。因此,旅游企业可以适时引导用户参与,强化用户影响力,并根据不同用户类型进行粉丝营销。
[Abstract]:In view of the fact that the transferability of network users makes the users of tourism websites generally less sticky, based on the tourism virtual community, the theory of self-determination and the four-level consumer cognitive structure model. Combined with semi-structured interview and situational questionnaire, this paper deeply discusses the mechanism of user participation to network user loyalty, and tries to open the black box of virtual community sense of belonging and personal value of service. It is found that participation breadth has an inverted "U" shape effect on user loyalty, and a sense of belonging has a significant effect on the relationship between participation breadth, depth and loyalty. The values of peaceful life and social integration play a significant intermediary role between user participation and loyalty, although there is a correlation between social identity value and loyalty, the intermediary effect on user participation and loyalty is not significant. Therefore, tourism enterprises can timely guide users to participate, strengthen the influence of users, and according to different user types of fan marketing.
【作者单位】：湖南大学工商管理学院;
【基金】：国家自然科学基金项目“国际营销联盟中的伙伴选择及消费者支持:合理性理论视角”(71302096)资助~~
【分类号】：F592;F49

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