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

doi:10.12054/lydk.bisu.205

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

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

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

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/Abstract

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.

Keywords: virtual travel community; S-O-R framework; users’ perceived features; attachment theory; users’ value co-creation behavior

中图分类号:

邹蓉, 王澳, 郭朴, 蔡佳静. 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[J]. 旅游导刊, 2022, 6(6): 53-75.

ZOU Rong, WANG Ao, GUO Pu, CAI Jiajing. How to Stimulate Users’ Value Co-Creation Behavior in Virtual Travel Community: A Hybrid Method Based on SEM and fsQCA[J]. Tourism and Hospitality Prospects, 2022, 6(6): 53-75.

图/表 7

参考文献 56

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代码 Code	题项 Item	因子1 Factor 1	因子2 Factor 2	因子3 Factor 3	因子4 Factor 4
C1	访问该旅游虚拟社区时，我不会受到时间和地理条件的限制	-0.009	0.034	0.118	0.751
C2	我认为该旅游虚拟社区的设计方便我找到自己需要的产品和服务	0.171	-0.034	0.251	0.726
C3	在该旅游虚拟社区中，我可以自由地表达自己内心真实的想法	0.159	0.142	0.065	0.733
A1	加入该旅游虚拟社区，我可以与他人联系	0.068	0.840	0.064	0.026
A2	加入该旅游虚拟社区，我可以结交朋友	0.207	0.787	0.126	0.027
A3	通过参与该旅游虚拟社区，我会更有归属感	0.169	0.759	0.146	0.105
E1	通过参与该旅游虚拟社区，我可以放松心情、缓解压力	0.107	0.231	0.793	0.183
E2	通过参与该旅游虚拟社区，我可以获得乐趣和愉悦感	0.228	0.091	0.774	0.120
E3	通过解决问题、产生创意等，我可以获得享受	0.226	0.061	0.755	0.161
I1	通过信息分享等行为，可以提升我在该旅游虚拟社区的专业形象	0.727	0.075	0.264	0.201
I2	通过信息分享等行为，可以增强我在该旅游虚拟社区的影响力	0.783	0.127	0.158	0.121
I3	通过信息分享等行为，能够得到他人对我的肯定与赞赏	0.786	0.115	0.111	0.079
I4	通过信息分享等行为，在某种程度上可以证明我的消费经验丰富	0.743	0.210	0.130	0.006
解释方差比例（%）		19.653	15.909	15.721	13.695
累计解释方差（%）		64.943

代码 Code	题项 Item	因子1 Factor 1	因子2 Factor 2	因子3 Factor 3	因子4 Factor 4
C1	访问该旅游虚拟社区时，我不会受到时间和地理条件的限制	-0.009	0.034	0.118	0.751
C2	我认为该旅游虚拟社区的设计方便我找到自己需要的产品和服务	0.171	-0.034	0.251	0.726
C3	在该旅游虚拟社区中，我可以自由地表达自己内心真实的想法	0.159	0.142	0.065	0.733
A1	加入该旅游虚拟社区，我可以与他人联系	0.068	0.840	0.064	0.026
A2	加入该旅游虚拟社区，我可以结交朋友	0.207	0.787	0.126	0.027
A3	通过参与该旅游虚拟社区，我会更有归属感	0.169	0.759	0.146	0.105
E1	通过参与该旅游虚拟社区，我可以放松心情、缓解压力	0.107	0.231	0.793	0.183
E2	通过参与该旅游虚拟社区，我可以获得乐趣和愉悦感	0.228	0.091	0.774	0.120
E3	通过解决问题、产生创意等，我可以获得享受	0.226	0.061	0.755	0.161
I1	通过信息分享等行为，可以提升我在该旅游虚拟社区的专业形象	0.727	0.075	0.264	0.201
I2	通过信息分享等行为，可以增强我在该旅游虚拟社区的影响力	0.783	0.127	0.158	0.121
I3	通过信息分享等行为，能够得到他人对我的肯定与赞赏	0.786	0.115	0.111	0.079
I4	通过信息分享等行为，在某种程度上可以证明我的消费经验丰富	0.743	0.210	0.130	0.006
解释方差比例（%）		19.653	15.909	15.721	13.695
累计解释方差（%）		64.943

因子 Factor	CR	AVE	便捷性 Convenience	群聚性 Aggregation	娱乐性 Entertainment	信息源影响力 Influence of information source	用户感知特征 Users’ perceived features
便捷性 Convenience	0.781	0.543	0.737
群聚性 Aggregation	0.848	0.634	0.337***	0.796
娱乐性 Entertainment	0.818	0.599	0.529***	0.446***	0.774
信息源影响力 Influence of information source	0.845	0.578	0.458***	0.386***	0.606***	0.760
用户感知特征 Users’ perceived features	0.803	0.507	0.632***	0.533***	0.836***	0.724***	0.712

因子 Factor	CR	AVE	便捷性 Convenience	群聚性 Aggregation	娱乐性 Entertainment	信息源影响力 Influence of information source	用户感知特征 Users’ perceived features
便捷性 Convenience	0.781	0.543	0.737
群聚性 Aggregation	0.848	0.634	0.337***	0.796
娱乐性 Entertainment	0.818	0.599	0.529***	0.446***	0.774
信息源影响力 Influence of information source	0.845	0.578	0.458***	0.386***	0.606***	0.760
用户感知特征 Users’ perceived features	0.803	0.507	0.632***	0.533***	0.836***	0.724***	0.712

变量 Variable	题项 Item	因子载荷 Factor loading	CR	AVE
群组依恋 Group attachment	如果该旅游虚拟社区关闭，我会非常失落	0.689	0.819	0.533
	该旅游虚拟社区对我来说极具意义	0.692
	我对该旅游虚拟社区有依恋感	0.830
	在所有的旅游虚拟社区中，我只喜欢该旅游虚拟社区	0.700
人际依恋 Interpersonal attachment	我觉得我和该旅游虚拟社区好友之间心意相通	0.723	0.782	0.473
	我经常与该旅游虚拟社区好友讨论我所遇到的问题以及我关心的事	0.683
	我愿意把我内心的想法和感觉告诉该旅游虚拟社区好友，我觉得这是一件自在的事情	0.660
	我与该旅游虚拟社区的好友很亲近	0.684
价值共创行为 Value co-creation behavior	我会在旅游虚拟社区中发帖，并会得到他人的响应	0.714	0.796	0.566
	我会通过旅游虚拟社区向企业及其他用户传递有关产品、服务、社区等方面建议或意见	0.766
	我会引导旅游虚拟社区新成员熟悉并了解该社区	0.776

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

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