摘要
旅游在线口碑基于其强大的影响力、传播力、及市场控制力,成为了当今旅游企业的营销重点和国内外学者的研究热点。但是目前基于情境因素、消费者情感和个体特质因素出发,对旅游在线口碑行为的影响却少有探究。基于S-O-R模型探索了消费者在感知旅游虚拟社区氛围下,介于社区认同感的中介作用及自我建构的调节作用,对旅游在线口碑推荐意愿的影响机理。实证研究结果显示,消费者感知旅游虚拟社区氛围是由自由、共享、支持、创新、奖励这5个子因子构成;感知旅游虚拟社区既能通过社区认同影响口碑推荐行为,也能直接影响口碑推荐行为;而社区认同在其中起到了部分中介的作用;其中自我建构的调节作用并不显著。从而为旅游企业的社区管理及口碑营销提供了理论指导,用时也丰富了旅游在线口碑传播的相关理论研究。
Based on its strong influence,communication capabilities and market control,online word-of-mouth has become the marketing focus of tourism enterprises as well as the research hotspot of scholars at home and abroad.However,researches seldom explore the impact of online word-of-mouth behavior on tourism from perspectives of situational factors,consumer emotions and individual characteristics.On the basis of the S-O-R model,this study explored the mechanism of consumers' influence on online word-of-mouth recommendation willingness of tourism under the environment of perceived tourism virtual community,which was mediated by community identity and regulated by self-construction.The empirical results showed that consumers' perception of tourism virtual community atmosphere was composed of five sub-factors,including freedom,sharing,support,innovation and reward.Perceived tourism virtual community can not only affect word-of-mouth recommendation behavior through community identity,but also directly influence word-of-mouth recommendation behavior.The community identity played a part in the intermediary role,but the moderating effect of self-construction was not significant.Thus this study provided theoretical guidance for the community management and word-of-mouth marketing of tourism enterprises,enriching relevant theoretical researches of online word-of-mouth communication of tourism.
作者
董淑霞
聂琦露
DONG Shu-xia;NIE Qi-lu(School of Economics and Management,China University of Geosciences(Wuhan),Wuhan 430070,Hubei)
出处
《国土资源科技管理》
2019年第5期97-116,共20页
Scientific and Technological Management of Land and Resources
关键词
旅游在线口碑
虚拟社区氛围
社区认同感
自我建构
tourism online word-of-mouth
virtual community atmosphere
community identity
self-construction
