摘要
随着市场竞争加剧,旅游虚拟社区用户流量接近饱和,如何留住现有用户成为旅游虚拟社区关注的焦点。文章基于使用与满足理论和创新扩散理论,通过添加习惯变量,构建旅游虚拟社区用户持续使用意愿影响因素的概念模型,运用结构方程模型验证信息质量、愉悦性、互动性、满意度、相对优势、易用性、习惯和持续使用意愿之间的关系。研究结果表明:Z世代旅游者对旅游虚拟社区的持续使用意愿较高;愉悦性和信息质量是影响Z世代旅游者满意度的关键因素;满意度、相对优势、易用性和习惯对Z世代旅游者的持续使用意愿有正向影响。基于此,从社区建设、社区互动和社区界面三个角度提出针对性建议。
Having a stable group of users is important to the sustainable development of a tourism virtual community. As market competition intensifies, the problems of low user retention rate and low stickiness faced by the tourism virtual community are becoming increasingly prominent. Therefore, how to retain existing users has become an urgent problem to be solved in community development.Based on the use and satisfaction theory(UGA) and innovation diffusion theory(DOI), this paper adds the habit variable, constructs an influencing factor model of generation Z tourists’ continuance intention of tourism virtual community and uses the structural equation model(SEM) to verify the structural relationship among information quality, pleasure, interaction, satisfaction, comparative advantage, ease of use, habit and users’ continuance intention. Through the analysis of the questionnaire, the results show that: Generation Z tourists have a high continuance intention of using tourism virtual community;pleasure and information quality are key factors to the satisfaction of generation Z tourists, while interactivity has no significant effect on the satisfaction of generation Z tourists;satisfaction, comparative advantage, ease of use and habit have a significantly positive influence on generation Z tourists’ continuance intention. Based on this, this paper puts forward suggestions from the perspective of community construction, community interaction and community interface.
作者
翁金燕
王凯
WENG Jinyan;WANG Kai(The College of Tourism&Service Management,Nankai University,Tianjin 300350,China;Tourism College,Hunan Normal University,Changsha 410081,Hunan,China)
出处
《旅游研究》
2023年第1期71-83,共13页
Tourism Research
关键词
旅游虚拟社区
持续使用意愿
信息质量
愉悦性
满意度
tourism virtual community
users’continuance intention
information quality
pleasure
satisfaction