文章摘要
董淑霞,聂琦露.旅游虚拟社区氛围对在线口碑推荐意愿的影响[J].国土资源科技管理,2019,36(5):97-116
旅游虚拟社区氛围对在线口碑推荐意愿的影响
Impact of Tourism Virtual Community Atmosphere on the Willingness of Online Word of mouth Recommendation
  
DOI:
中文关键词: 旅游在线口碑  虚拟社区氛围  社区认同感  自我建构
英文关键词: tourism online word of mouth  virtual community atmosphere  community identity  self construction
基金项目:
作者单位
董淑霞 中国地质大学(武汉)经济管理学院湖北武汉430070 
聂琦露 中国地质大学(武汉)经济管理学院湖北武汉430070 
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中文摘要:
      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。
英文摘要:
      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.
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