摘要
旅游虚拟社区已成为获取攻略信息、分享出行体验、建立新社交关系及企业营销的重要渠道。随着信息技术发展,一些社区功能不断增加、低值信息泛滥、社交边界虚化、隐私泄露风险提高,致使用户使用倦怠与消极使用行为发生。选取“马蜂窝”旅游网为案例,从用户产品使用体验视角审视影响用户使用倦怠与消极使用行为的技术型因素。采用问卷调查法,基于“感知-情感-行为”理论和适应性结构化理论,构建用户使用倦怠与消极使用行为影响因素研究模型,并利用偏最小二乘法结构方程模型对假设和模型进行验证。研究发现:社交媒体使用倦怠对消极使用行为具有显著正向影响;信息过载、社交过载和系统功能过载对社交媒体使用倦怠均具有显著正向影响,品牌形象感知对社交媒体使用倦怠具有显著负向影响,隐私泄露风险对社交媒体使用倦怠影响不显著。最后,从用户研究、功能设计、营销方式及品牌形象等方面提出建议,以促进虚拟社区的健康发展。
Tourism virtual community becomes an important channel for enterprise marketing and an important platform for tourists to obtain strategy information,share travel experience,and establish new social relations.With the development of information technology,some problems have arisen in tourism virtual communities,such as low-value information flooding,social boundary blurring,excessive function augmenting and privacy disclosure risk growing and so on,which result in users′fatigue and negative behaviors.From users′product experience perspective,this paper selects"Mafengwo Tourism Network"as the study object and surveys the technical factors affecting users′fatigue and negative behaviors.Using questionnaire survey method and based on the theory of"cognition-affect-behavior"and adaptive structured theory,the research model of users′fatigue and negative behaviors is constructed,and the hypothesis and model are verified by partial least square method-structural equation model to realize systematic analysis of the research problems.It is found as follows.1)Social media fatigue has a significant positive effect on negative use behaviors.2)Information overload,social overload and system function overload have significant positive effects on social media fatigue.3)Brand image perception has significant negative effects on social media fatigue.4)The risk of privacy disclosure has no significant impact on social media fatigue.Finally,some suggestions are put forward from the aspects of users′research,function design,marketing mode and brand image,in order to promote the long-term and healthy development of tourism virtual community.
作者
王文琛
张补宏
WANG Wen-chen;ZHANG Bu-hong(SF Technology Co.Ltd.,Shenzhen 518000;Department of Tourist Management,South China University of Technology,Guangzhou 510006;Guangdong Tourism Strategy and Policy Research Center,South China University of Technology,Guangzhou 510006,China)
出处
《地理与地理信息科学》
CSCD
北大核心
2020年第5期86-94,共9页
Geography and Geo-Information Science
基金
国家自然科学基金项目“中国省域旅游业创新能力的空间格局、演化机制及其协调发展”(41671150)。
关键词
旅游虚拟社区
社交媒体倦怠
消极使用行为
影响因素
马蜂窝旅游网
tourism virtual community
social media fatigue
negative use behaviors
influencing factors
Mafengwo Tourism Network
