如何激励“潜伏者”进行旅游经历分享?——基于社会比较理论观点

How to Motivate “Lurkers” to Share Travel Experiences?—Based on Social Comparison Theory

旅行经历分享的持续生成是旅游业在社交媒体营销中的关键要素,如何激励用户生成更多的分享内容对于旅游管理和旅游营销业的发展和创新至关重要。为更进一步了解如何激发“潜伏者”分享旅游动态,本研究基于社会比较理论,构建出研究模型来探讨他人的旅行经历分享为什么和在什么条件下可能触发“潜伏者”产生旅行经历分享的意图,以揭示“潜伏者”可能转化为分享者的主要过程。采用基于插图调查问卷的研究方法,收集共342份有效样本并使用偏最小二乘回归进行数据分析。研究发现他人分享动态中旅行活动的奢华度和动态的受欢迎度作为两个激活因子,促进“潜伏者”良性嫉妒的产生。而良性嫉妒会使自我推销的意识提升进而促进旅行经历分享意图的产生。

Users’ continuous generation of travel experiences is critical to tourism in social media marketing. How to motivate users to generate and share travel experiences is important for the development and innovation of the tourism management and the tourism marketing industry. This study aims to look into how to stimulate “lurkers” to share travel experiences. Based on the social comparison theory, this study constructs a research model to explore why and under what conditions other people’s travel experience sharing may trigger the “lurkers” to have the intention of travel experience sharing, so as to reveal the main process by which “lurkers” may turn into a sharer. A total of 342 valid samples were collected and analyzed by a partial least squares statistical technique. The results showed that the luxuriousness and popularity of shared travel experiences as two activators promote users’ benign envy. Furthermore, benign envy promotes self-promotion, thereby stimulating travel experience sharing intention.