孤独感对旅游者社交媒体分享行为的影响研究:分享动机的中介效应

Empirical Study of the Influence of Loneliness on Tourists'Social Media Sharing Behavior-Mediating Role of Motivation

移动互联网时代的发展,使得旅游者在社交媒体分享行为中找到自我认同的新场域。文章在辨析旅游者社交媒体分享动机构成的基础上,探讨了旅游者的孤独感特质对其旅游体验分享行为的影响机理。研究发现:旅游者社交媒体分享动机是一个包含信息动机、陪伴动机、享乐动机和利他主义动机在内的四因子结构,呈现一定的主观性和个性化;与陪伴动机相比,其他三个动机对旅游者社交媒体分享行为的作用更加显著;中介效应检验结果表明,陪伴动机和利他主义动机皆在孤独感与旅游者社交媒体分享行为之间起到完全中介作用。该研究在一定程度上拓宽了旅游心理学与旅游者行为的相关研究内容,也能够为旅游企业的产品设计以及市场营销提供些许启发。

The development of mobile Internet era makes tourists find a new field of self-identity in sharing tourism experiences through social media.This study based on the analysis of tourists'social media sharing motivation.It explored the influence mechanism of tourists'loneliness on share tourism experiences through social media.The study finds that:The motivation of tourists'social media sharing behavior is composed of information motivation,companionship motivation,hedonic motivation and altruism motivation,which show certain subjectivity and individuality;Compared with companionship motivation,the other three motivations played a more significant role in tourists'social media sharing behavior;The results of mediating effect test show that companionship motivation and altruism motivation play a complete mediating role between loneliness and social media sharing behavior of tourists.To some extent,this study broadens the research content of tourists'psychology and behavior and provides some inspiration for product design and marketing of tourism enterprises.