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- Title
多方价值共创: 旅游虚拟社区结伴同游意愿的形成.
- Authors
朱腾腾; 谢礼珊; 吴-景
- Abstract
With the development and popularization of the Internet, tourists having similar interests gather, communicate, and share their experiences in virtual travel communities; eventually, those processes may develop into offline co-created behavior. Through a community platform, tourists can place companion posts to locate fellow travellers, who in tum arc similarly able to find like-minded travellers through the platform. Owing to popularisation of the Internet and growth of the self-help spirit, companionship travel is becoming an increasingly common self-help travel mode is virtual tourist communities. From the perspective of value co-creation, the present study adopts a qualitative and quantitative mixed research design; it applies the theory of trust to examine the development of co-creation intention with respect to companionship travel. For the independent variable, we employed the post user' s competence (PUC); the dependent variable was the participating user's value co-creation intention; the mediating variable was peer trust; and the moderating variable was community reputation. In this way, we constructed a moderated mediation model. Following three situational experiments, we obtained the following results. Regarding travel companionship in a virtual tourist community, the PUC had a significant positive impact on the participating user's willingness to co- create value. Peer trust exerted a partial effect on the mediating role. Community reputation had a direct, significant, positive impact on peer trust and value co-creation intention (VCI); it negatively moderated the relationship between PUC and peer trust for companion travel post users in addition to the competence of post users and VCI of participation users. Further, the interaction between community reputation and users' ability to travel together and their intention to do so was completely mediated by peer trust. On the basis of a systematic examination of value co-creation, we developed an empirical model for travel intention with respect to finding travel companionship in virtual tourist communities. We combined the theory of value co-creation with that of trust to underline the importance of interpersonal trust in value co-creation. Finally, regarding community platforms, we investigated the internal mechanisms and boundary conditions of virtual companion selection by tourists. Our conclusions should be beneficial for managers of community platforms with respect to user practice on their platforms. We believe our findings will be helpful in the following ways: improving the travelling ability of virtual tourists; entrancing trust among individuals in the virtual community; and promoting the reputation of community platforms. We address directions for further studies at the end of the paper.
- Subjects
VIRTUAL communities; CUSTOMER cocreation; INDEPENDENT variables; DEPENDENT variables; PUBLIC service commissions
- Publication
Tourism Tribune / Lvyou Xuekan, 2021, Vol 36, Issue 12, p99
- ISSN
1002-5006
- Publication type
Article
- DOI
10.19765/j.cnki.1002-5006.2021.12.013