基于归属感及价值感视角的用户参与影响研究——以在线旅游社区为例

发布时间：2018-08-17 12:54

【摘要】：近年来关于用户参与的研究大受欢迎,但鲜有研究从用户参与广度和深度出发,基于社区归属感及服务个人价值独特视角深入探讨用户参与对用户忠诚的影响。本文以在线旅游社区为例,以个人价值理论和基本心理需要理论为基础,采用情境问卷法构建了包含用户参与、用户忠诚、社区归属感及服务个人价值的结构方程模型。研究表明:用户参与广度和深度对用户忠诚都有显著正向影响;安宁生活价值、社会融合价值和社区归属感显著中介于用户参与和忠诚的关系,其中社会融合价值中介作用最强,但社会认同价值没有发挥显著中介作用。本文的新发现在丰富学术界对用户参与相关研究的同时,还对在线旅行企业如何提高用户忠诚有较大参考意义。
[Abstract]:In recent years, the research on user participation is very popular, but few studies have discussed the influence of user participation on user loyalty from the perspective of community belonging and service personal value from the perspective of user participation breadth and depth. Taking online tourism community as an example, based on the theory of personal value and the theory of basic psychological needs, this paper constructs a structural equation model which includes user participation, user loyalty, community sense of belonging and service personal value by using the method of situational questionnaire. The results show that the breadth and depth of user participation have significant positive effects on user loyalty, and the value of tranquil life, social integration value and community belonging significantly mediate the relationship between user participation and loyalty. The value of social integration plays the strongest role, but the value of social identity does not play a significant intermediary role. The new findings of this paper not only enrich the academic research on user participation, but also have great reference significance for online travel enterprises how to improve user loyalty.
【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(71472061)
【分类号】：F274;F592;F724.6

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