社会临场感对旅游在线社群价值共创行为的影响

The Influence of Social Presence on the Value Co-Creation Behavior of Online Tourism Community

旅游在线社群中价值共创行为对旅游企业的发展至关重要,对旅游在线社群中价值共创行为的前因研究值得我们思考。目前已有的学术研究更多关注非社会性因素对价值共创行为的影响,忽略了社会性因素的影响。探讨社会性因素中社会临场感对价值共创行为影响的内在机制,有助于帮助企业更好的理解自身在社群内的角色和作用,以促进旅游在线社群长远发展。基于社会助长和社会需求理论,提出社会临场感影响旅游在线社群中价值共创行为的条件过程模型。实证研究发现,高社会临场感的旅游在线社群顾客具有较高程度的心理相容性,进而产生更强的价值共创行为,而社群支持感会对这一过程产生调节作用。

Since value co-creation in online tourism community is of great importance to the development of tourism enterprises,it has become the focus of academic research to explore the antecedents of value co-creation in the online tourism community.Previous studies have paid too much attention to the influence of non-social factors on value co-creation but neglected the influence of social factors.Exploring the internal mechanism and relevant boundary conditions of social factors that influence value co-creation behavior is helpful to broaden the theoretical perspective of research on value co-creation behavior,and give enterprises better understandings about their roles and impact in the community,which can promote the long-term development of online tourism community.Based on the theory of social facilitation and social demand,a conditional process model of social presence influencing value co-creation behavior in online tourism community is proposed.The empirical study shows that customers with high social presence have a higher degree of psychological compatibility,which leads to a stronger value co-creation behavior.Meanwhile,community support has a moderating effect on this process.