旅游虚拟社区用户持续性分享行为研究

On Users Continuous Sharing Behavior in Tourism Virtual Communities

培养用户粘性,保持用户持续且积极地分享是旅游虚拟社区繁荣发展的关键,然而事实上用户持续分享不足一直是困扰旅游虚拟社区发展的一大难题。本研究尝试引入社会交换理论,从成本和收益双元视角分析旅游虚拟社区用户感知分享成本和收益对其持续性分享的影响,通过问卷调研327名旅游虚拟社区用户,利用SPSS和AMOS进行统计分析和假设检验。研究结果表明:利他愉悦、感知面子、自我效能感和社区奖励显著正向影响旅游虚拟社区用户的分享满意度和持续分享意愿;执行成本负向影响旅游虚拟社区用户的分享满意度,但对用户持续分享意愿影响不显著;风险成本对旅游虚拟社区用户的分享满意度和持续分享意愿的影响作用不显著。研究结果对理解旅游虚拟社区用户持续分享的原因具有理论意义,对旅游虚拟社区运营具有实践指导作用。

Based on social exchange theory,this study analyzed the factors affecting users continuous sharing in tourism virtual communities from the dual perspective of benefits and costs.Data collection was conducted through a questionnaire survey of 327 tourism virtual community users,and statistical analysis and hypothesis test were conducted by SPSS and AMOS.The results showed that altruistic enjoyment,perceived face,self-efficacy and community reward have significantly positive effects on users satisfaction with sharing and on their intention to continue sharing in tourism virtual communities.The cost of execution has a negative impact on the satisfaction of users in virtual travel communities who share information,but it does not significantly affect their willingness to continue sharing.The impact of risk cost on user satisfaction and willingness to continue sharing in virtual tourism communities is not significant.The study's results hold theoretical significance for understanding why users continuously share information within tourism virtual communities.Additionally,the results provide practical guidance for operating such communities.