摘要
文章从价值共创视角出发,以旅游虚拟社区成员互动作为研究起点,运用社会交换理论阐述旅游虚拟社区成员公民行为的驱动因素,即旅游虚拟社区成员的线上和线下互动是成员利益感知的前提,作为利益的获得者,成员将给予社区和社区其他成员回报视为义务和责任,继而产生公民行为。该研究在携程旅游虚拟社区中收回有效问卷305份,并采用偏最小二乘法进行数据分析,结果表明大部分理论假设得到了验证。线上互动和线下互动对于学习利益、社交利益、自尊利益、享乐利益等4种感知利益都有显著正向影响,感知利益总体上来说对于成员公民行为会产生显著正向影响,但是细节上存在较大差异。研究丰富了旅游虚拟社区价值共创、社区互动和成员公民行为的相关研究,为旅游虚拟社区成员互动提供了新的研究思路,强调了线上和线下互动对于线上社区成员感知利益和公民行为的重要性,社区管理者应采取多种措施,积极鼓励旅游虚拟社区成员开展线上线下相结合的互动。
From the perspective of value co-creation, taking the interaction of virtual travel community members as the starting point, this study discusses the driving factors of virtual travel community members’ citizenship behavior using social exchange theory, i. e., the on-and offline interaction of virtual travel community members is the prerequisite of the members’ perceived benefits. As beneficiaries of the perceived benefits, the members will pay the community and other members back through their obligations and responsibilities, and thus produce citizenship behavior toward their community and other members.Online structured questionnaires were used for data collection. In this study, the questionnaires were distributed in the Ctrip virtual travel community and 305 valid cases were collected. Using a partial least-squares method, the results suggest that most of the theoretical assumptions of this study were validated. Both on-and offline interactions influence the learning, social, self-esteem, and hedonic benefits;however, while the perceived benefits generally influence citizenship behavior, differences occur between the effects of different benefits on different citizenship behaviors. This study enriches the research on value co-creation, community interactions, and citizenship behavior of virtual travel communities, and provides a unique research perspective and research ideas for community citizenship behavior and virtual travel community research. Most existing research focused on value co-creation between customers and enterprises, customers and employees, and customers and customers in a transaction context. However, there is a clear shortage of studies focusing only on value co-creation under nontransactional situations. This study found that positive interactions(both on-and offline interactions) of community members promote the formation of members’ experiential value(i. e., their perceived interests). When members perceive value in community interaction, they regard their responsibility to give b
作者
谢礼珊
赵强生
马康
XIE Lishan;ZHAO Qiangsheng;MA Kang(Business School,Sun Yat-sen University,Guangzhou 510275,China;School of History Culture and Tourism,Gannan Normal University,Ganzhou 341000,China)
出处
《旅游学刊》
CSSCI
北大核心
2019年第3期28-40,共13页
Tourism Tribune
基金
国家自然科学基金项目"虚拟社区价值共创行为的特征
形成机制及其作用"(71772186)
江西省高校人文社会科学研究青年基金项目"旅游虚拟社区成员价值共创行为:概念辨析
量表开发及形成机制研究"(JC18220)共同资助~~
关键词
旅游虚拟社区
价值共创
互动
感知利益
公民行为
virtual travel community
value co-creation
interaction
perceived benifits
community citizenship behavior
