旅游网站中旅游经历分享行为的影响因素研究--基于感知互动性

Research on Influencing Factors of Tourism Experience Sharing Behavior in Travel Websites--Based on Perceived Interaction

以S-O-R理论为框架,结合感知互动性理论与价值理论,构建旅游网站中旅游经历分享行为的研究模型。结果表明:①用户在使用旅游网站过程中的感知互动性正向影响其对该网站信息价值的感知程度、自我呈现的满足程度和社会认同的满足程度。②用户对旅游网站的感知互动性会通过社会认同的满足促进用户的分享行为。③用户对旅游网站的感知互动性会通过信息价值感知和社会认同满足促进用户的分享意愿,而用户的分享意愿正向影响其分享行为。

This paper took S-O-R theory as the framework,combined the theory of perceived interaction and the theory of value,and constructed a research model of tourism experience sharing behavior in travel websites.The results showed that:①The perceived interaction of the users in the process of using the travel websites positively affected their perception of the information value of the website,satisfaction of self-presentation and satisfaction of social identity.②Users′perceived interaction with travel websites would promote users′sharing behavior through the satisfaction of social identity.③Users′perceived interaction with travel websites would promote users′willingness to share through information value perception and social recognition,while users′willingness to share would positively influence their sharing behavior.