旅游虚拟社区成员的参加动机对其契合行为的影响——以户外旅行俱乐部为例

doi:10.18402/resci.2019.09.14

摘要/Abstract

摘要：

虚拟社区已成为当代旅游者的重要活动空间,他们在社区中展开发布信息、组织活动、寻求帮助、分享生活等非交易行为（即契合行为）,厘清旅游虚拟社区的参加动机及其与契合行为间的关系对于旅游虚拟社区的经营与发展具有重要意义。本文采用定量研究方法,对呼和浩特户外旅游虚拟社区进行了问卷调查,尝试明晰人们参加旅游虚拟社区的主要心理动因,并探索户外旅游虚拟社区中参加动机对于成员契合行为的影响。研究结果表明：旅游虚拟社区参加动机可划分为4种：自我成就、社交、学习和实际好处;虚拟社区参加动机对于契合行为具有显著影响,但仅对态度契合具有直接影响;群体认同是虚拟社区参加动机对契合行为产生影响的重要路径;契合行为的完全实现,必须要以达成态度契合为前提;旅游虚拟社区成员“参加动机-群体认同-态度契合-行为契合”的关系链条得以明晰,探索出从参加动机到契合行为的一般性普适路径。本文丰富了旅游虚拟社区契合行为研究,对旅游虚拟社区的经营管理者具有一定的借鉴和参考价值。

关键词: 旅游虚拟社区, 参加动机, 群体认同, 契合行为, 户外旅游, 态度契合, 呼和浩特

Abstract:

Today, virtual communities have become an important space for tourists. Tourists publish information, organize activities, seek help, share their lives, and show other non-trading behaviors (engagement behaviors) in virtual communities. Clarifying the motivation of participation in tourism virtual community and examine the relationship between motivation and engagement behavior are important for the operation and development of virtual communities. This study employed quantitative analysis methods based on data from a questionnaire survey on a virtual tourism community in Inner Mongolia, investigated the main psychological motives of people participating in the tourism virtual community, and explored the influence of participation motivation on engagement behaviors. The research results show that the motivation of participating in tourism virtual community can be divided into four types: self-achievement, socializing, learning, and practical benefits. Virtual community participation motivation has significant impacts on engagement behaviors, but it has a direct impact only on the attitude engagement. Group identity is an important variable between participation motivation and engagement behavior; and only if attitude engagement happens, will the engagement behavior be achieved for the virtual communities’ members. The relationship chain of “participation motivation-group identity-attitude engagement-behavior engagement” has been clarified, and we have identified the universal path from motivation to engagement behavior. This research may enrich the study of tourism virtual community engagement behavior, and has certain reference value for the management of tourism virtual communities.

Key words: tourism virtual community, participation motivation, group identity, engagement behavior, outdoor tourism, attitude engagement, Hohhot

周泽鲲,乌铁红,唐文跃. 旅游虚拟社区成员的参加动机对其契合行为的影响——以户外旅行俱乐部为例[J]. 资源科学, 2019, 41(9): 1734-1746.

ZHOU Zekun,WU Tiehong,TANG Wenyue. Influence of participation motivation of virtual travel community members on their engagement behavior: Taking an outdoor travel virtual community as example[J]. Resources Science, 2019, 41(9): 1734-1746.

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构面	测量项目	来源
自我成就动机	体验未知与冒险、尝试新鲜事物	White^[64]
	培养适应周遭环境的能力
	获得成就感
社交动机	会见新的户外旅游者、驴友	Kyle等^[65]
	和志同道合的人在一起
	和各式各样的人们交流
学习动机	了解户外地区状况,学习自然生态知识	Lu等^[66];根据具体情况设置
	学习如何与他人更有效的合作
	学习户外相关知识和技能（如登山、扎帐篷技巧等）
实际好处	获得高自由度、强参与度、高质量的户外旅游体验
	获得最新活动消息,参加社区组织的特别主题活动,如露营、烧烤
	获得较低的价格和会员折扣
群体认同	我认为户外群体是我自己的重要反映	Leonardelli等^[67]
	我拥有户外群体的许多典型特征
	属于户外群体对于塑造自我形象很重要
态度契合	我信任户外社区,认为他们有能力组织活动	王高山^[48];根据具体情况设置
	没有户外社区,我的生活会不一样
	我认为户外社区组织的户外活动安全有保障,安全性高
	我喜欢户外社区
口碑与分享	我会向他人正面评价该社群	王高山^[48];杨艳^[68]
	我会向他人推荐该社群
	我愿意与社区成员分享我的技术、心得和经验
	群成员求助时,我会为其提供能力范围内的帮助
社区参与行为	我常运用社区（QQ群、微信群、贴吧、论坛）中浏览到的信息来满足自己的需要	王高山^[48];根据具体情况设置
	我经常在社区（QQ群、微信群、论坛等）中发起谈话
	我会参加社区组织的线上线下活动

构面	指标	标准化载荷	标准误	t值	C.R.值	Cronbach’α	AVE值
自我成就动机	ZWD1	0.59			0.757	0.627	0.442
	ZWD2	0.72	0.096	10.016***
	ZWD3	0.54	0.110	8.236***
社交动机	SJD1	0.69			0.723	0.721	0.466
	SJD2	0.63	0.074	11.604***
	SJD3	0.74	0.084	13.492***
学习动机	XXD1	0.75			0.782	0.784	0.545
	XXD2	0.75	0.070	14.353***
	XXD3	0.71	0.068	13.406***
实际好处	HCD1	0.71			0.678	0.665	0.416
	HCD2	0.64	0.076	10.946***
	HCD3	0.57	0.090	9.783***
群体认同	QTR1	0.83			0.85	0.823	0.591
	QTR2	0.83	0.055	14.687***
	QTR3	0.71	0.058	17.715***
态度契合	TDQ1	0.82			0.841	0.833	0.518
	TDQ2	0.71	0.063	14.843***
	TDQ3	0.70	0.070	15.154***
	TDQ4	0.79	0.059	18.188***
口碑与分享	ZSF1	0.73			0.885	0.862	0.607
	ZSF2	0.84	0.080	15.999***
	KBP1	0.82	0.077	16.286***
	KBP2	0.72	0.079	14.122***
社区参与	SQC1	0.71			0.845	0.798	0.576
	SQC2	0.76	0.083	13.964***
	SQC3	0.79	0.074	14.625***

参加动机二阶验证因素模式	x²值	自由度（df）	x²/df	GFI	AGFI	CFI	RMSEA
Null model	2154.717	78	27.625	0.320	0.207	0.000	0.262
一阶一因子分析	280.972	65	4.323	0.892	0.848	0.896	0.093
一阶四因子模式（因子间无相关）	975.091	65	15.001	0.699	0.579	0.562	0.190
一阶四因子模式（因子间有相关）	195.512	59	3.314	0.923	0.882	0.934	0.077
二阶因子模式	133.655	59	2.265	0.949	0.921	0.964	0.057
建议值	越小越好	越大越好	<3	>0.9	>0.9	>0.9	<0.08

假设路径	标准化路径系数	t值	验证结果
H1:参加动机→群体认同	0.790	9.346***	支持
H2:态度契合→推荐与分享	0.950	11.038***	支持
H3:态度契合→社区参与	0.636	7.607***	支持
H4a:群体认同→态度契合	0.214	2.603**	支持
H4b:群体认同→推荐与分享	-0.063	-0.964	不支持
H4c:群体认同→社区参与	0.409	5.074***	支持
H5a:参加动机→态度契合	0.651	6.465***	支持
H5b:参加动机→推荐与分享	-0.085	-1.025	不支持
H5c:参加动机→社区参与	-0.049	-0.052	不支持