元宇宙视域下数字文旅用户参与行为的影响因素

Factors Influencing the Engagement Behavior of Digital Cultural Tourism Users from a Metaverse Perspective

元宇宙为数字文旅提供了全新的表现形式,探究元宇宙视域下数字文旅用户的参与行为有助于元宇宙技术方和数字文旅内容生产方明确如何激励用户参与,改善交互方式使用户获得更好的互动体验。文章选取相关研究对象进行访谈,应用扎根理论,结合SOR理论和MOA框架构建元宇宙视域下数字文旅用户参与行为的影响因素模型。研究发现:感知因素直接影响元宇宙视域下数字文旅用户的参与行为,内部动机和外部反馈两个维度通过感知因素的中介作用间接影响元宇宙视域下数字文旅用户的参与行为,机会条件和能力限制会调节感知因素对参与行为的影响。

The metaverse offers a new form of expression for digital cultural tourism.Exploring the engagement behavior of digital cultural tourism users from a metaverse perspective will help metaverse technicians and digital cultural tourism content producers to identify how to motivate user engagement and improve interaction for a better user experience.This article selects relevant research subjects for interviews,and creates a model of influencing factors of digital cultural tourism user engagement behavior from the metaverse perspective based on the grounded theory,SOR theory and MOA framework.The study suggests that perceptual factors directly affect digital cultural tourism users’engagement behavior in the metaverse perspective;internal motivation and external feedback indirectly affect their engagement behavior through the perceptual factors;opportunity conditions and capability limitations moderate the influence of perceptual factors on engagement behavior.