何以触发旅游虚拟社区用户价值共创行为?——基于SEM和fsQCA的混合分析

How to Stimulate Users’ Value Co-Creation Behavior in Virtual Travel Community: A Hybrid Method Based on SEM and fsQCA

厘清旅游虚拟社区用户价值共创行为产生的机理,对旅游虚拟社区的持续发展具有重要意义。本文以S-O-R模型为理论框架,从用户感知的旅游虚拟社区特征出发,引入依恋理论探讨用户价值共创行为的形成机制。本研究采用结构方程模型(SEM)和模糊集定性比较分析(fsQCA)混合的方法。研究发现:旅游虚拟社区用户感知特征对情感依恋的两个维度(人际依恋和群组依恋)均存在显著正向影响,但不能直接影响其价值共创行为,需要通过情感依恋的中介作用才能激发行为效应,其中群组依恋的中介作用更为显著。此外,通过定性比较分析得出两类产生用户价值共创行为的组态模式,其中娱乐性是用户价值共创行为产生的必要条件,群聚性、信息源影响力、群组依恋和人际依恋在一定程度上发挥核心作用。

It is of great significance to clarify the mechanism of users’ value cocreation behavior for the sustainable development of virtual travel community.Based on S-O-R framework,and starting from users’ perceived features of virtual travel community,this paper introduced the attachment theory to explore the mechanism of users’ value co-creation behavior.A hybrid method based on Structural Equation Model(SEM) and fuzzy-set Qualitative Comparative Analysis(fsQCA) was adopted in this paper.This study found that:(1)Users’ perceived features of virtual travel community have a significantly positive influence on both group attachment and interpersonal attachment,but it cannot directly trigger users’ value co-creation behavior unless emotional attachment plays its mediating role,and the mediating effect of group attachment is more significant than interpersonal attachment;(2)according to the results of qualitative comparative analysis,two types of configurations leading to users’ value co-creation behavior are obtained,of which entertainment is an essential condition for the outcome,and aggregation,influence power of information source,group attachment and interpersonal attachment play core roles in part.