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旅游导刊 ›› 2022, Vol. 6 ›› Issue (6): 53-75.DOI: 10.12054/lydk.bisu.205

• 研究论文 • 上一篇    下一篇

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

邹蓉, 王澳(), 郭朴, 蔡佳静   

  1. 中南财经政法大学工商管理学院 湖北武汉 430073
  • 收稿日期:2022-01-07 修回日期:2022-10-19 出版日期:2022-12-30 发布日期:2023-01-09
  • 通讯作者: 王澳(1998— ),女,湖北恩施人,中南财经政法大学工商管理学院硕士研究生,研究方向:乡村旅游。E-mail:wangao@stu.zuel.edu.cn
  • 作者简介:邹蓉(1977— ),女,湖北荆州人,博士,中南财经政法大学工商管理学院副教授,研究方向:旅游新媒体营销、乡村旅游。
    郭朴(1994— ),女,河北保定人,中南财经政法大学工商管理学院硕士研究生,研究方向:旅游新媒体营销。
    蔡佳静(1997— ),女,江苏南通人,中南财经政法大学工商管理学院硕士研究生,研究方向:旅游消费者行为研究。
  • 基金资助:
    湖北省教育厅科学技术研究计划指导性项目“社会网络视角下湖北省休闲农业”(B2017605);“中央高校基本科研业务费专项资金”(2722020PY015)

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

ZOU Rong, WANG Ao(), GUO Pu, CAI Jiajing   

  1. School of Business Administration, Zhongnan University of Economics and Law, Wuhan 430073, China
  • Received:2022-01-07 Revised:2022-10-19 Online:2022-12-30 Published:2023-01-09

摘要:

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。

关键词: 旅游虚拟社区, S-O-R理论, 用户感知特征, 依恋理论, 价值共创行为

Abstract:

It is of great significance to clarify the mechanism of users’ value co-creation 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.

Key words: virtual travel community, S-O-R framework, users’ perceived features, attachment theory, users’ value co-creation behavior

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