摘要
大学生是旅游客源中一个重要的群体,而意见领袖在虚拟社区中居于中心位置,具有巨大影响力和号召力。研究大学生参与旅游虚拟社区行为的过程中意见领袖的影响作用与机制,对提高大学生旅游社交和体验具有重要的意义。文章基于社会资本理论、社会影响理论和羊群行为理论,通过构建概念模型,采用实证研究方法检验了意见领袖对大学生参与旅游虚拟社区行为的影响。研究结果表明:网络联结、中心性、团队规范和模仿他人对社会认同有显著影响;中心性对模仿他人有显著影响;共同意图不仅受到社会认同的影响,还受到团队规范和模仿他人的直接与间接影响;共同意图对参与行为有显著影响。最后,对旅游虚拟社区运营商提出了相应的建议:(1)重视旅游社交网络构建,大力发挥其商业性和社会性价值;(2)充分利用意见领袖的影响力;(3)努力营造友好的旅游社交平台氛围。
College students are important group of tourist customers and are regular Internet and mobile terminal equipment users. With their increasing spending power, they prefer to travel, use social media, and pay close attention to personal tourism experiences in which they exhibit a certain herd mentality. Over the years, the literature has highlighted the importance of ＇opinion leaders＇ and their effects on individuals＇ behaviour in the virtual community. They are situated in important central positions in the virtual community and can attract people from different areas with their influence and charisma. Therefore, in this study we show how opinion leaders influence college students＇ participation behaviour and herd behaviour in a tourism virtual community and discuss the consequences of this influence. This will enrich college students＇ social communication and experience sharing in the process of tourism, and promote marketing strategies and social networking platforms,with their opinion leaders, with regard to their participation in tourism enterprises. This work integrates Social Capital Theory, Social Influence Theory, and Herd Behaviour Theory to construct a research model of such influences aimed at investigating the effects of opinion leaders on college student participation behaviour in a virtual communication context. Data collected from 444 college students provide support for the proposed model. The findings from this study indicate： 1） Network Ties,Centrality, Group Norms, and Imitating Others, significantly influence Social Identity, and Centrality influences Imitating Others significantly; 2） We-intention is saliently influenced by Social Identity,Group Norm, and Imitating Others; 3） We-intention significantly influences on Participation Behaviour;lastly, the implications for theory, practice, and future research directions are discussed. This study helped to support, and extend, the theory of social caption and social influence, and enriched the scope and depth of tourism-related information and social network research by exploring the influence of ＂connectors＂（i.e., opinion leaders） in the virtual community in the use of a tourism App. This may apply to on-line education and learning, financial investment, games and videos, etc. Meanwhile, it will provide practical insights for tourism enterprise managers by suggesting ways in which to vitalise virtual communities. According to the conclusions resulting from empirical analysis： 1） attaching great importance to the tourists virtual communities and vigorously developing its commercial and social value thus making tourism enterprises lend more concern to virtual communication platforms,increasing their membership, promoting information communication and knowledge sharing in tourismrelated virtual communication; 2） fully considering, and utilising, the influence of opinion leaders, for their resources, opportunities, delivery of information, and in providing advice and recommendations within the virtual community. Based on this, it is conducive to good interpersonal communication and marketing effect, and to sharing experiences and travelling together as a group within the tourism virtual community and its members; 3） building friendly relationships in tourism social networks and promoting intention to continue use of tourism Apps on the basis of an improved in-depth understanding of the consumer＇s psychological needs. These results help us to identify the influence of opinion leaders on others in tourism virtual communities： in the future, more research is warranted to improve the study of tourist behaviour models in the mobile, and social, environments.
作者
刘利
成栋
苏欣
LIU Li;CHENG Dong;SU Xin(Management School,China Women＇ s University,Beijing 100101,China;Business School,Renmin University of China,Beijing 100872,China;School of Economics and Management,Beijing University of Posts and Telecommunications,Beijing 100876,China)
出处
《旅游学刊》
CSSCI
北大核心
2018年第9期83-93,共11页
Tourism Tribune
基金
中华女子学院校级课题"基于旅游App的旅游消费者行为影响因素研究"(KY2018-0205)资助~~
关键词
意见领袖
虚拟社区
参与行为
大学生
opinion leaders
virtual community
participation behavior
college student
