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近年来关于用户参与的研究大受欢迎,但鲜有研究从用户参与广度和深度出发,基于社区归属感及服务个人价值独特视角深入探讨用户参与对用户忠诚的影响。本文以在线旅游社区为例,以个人价值理论和基本心理需要理论为基础,采用情境问卷法构建了包含用户参与、用户忠诚、社区归属感及服务个人价值的结构方程模型。研究表明:用户参与广度和深度对用户忠诚都有显著正向影响;安宁生活价值、社会融合价值和社区归属感显著中介于用户参与和忠诚的关系,其中社会融合价值中介作用最强,但社会认同价值没有发挥显著中介作用。本文的新发现在丰富学术界对用户参与相关研究的同时,还对在线旅行企业如何提高用户忠诚有较大参考意义。
In recent years, the research on user participation has been very popular. However, few studies have investigated the impact of user engagement on user loyalty based on the breadth and depth of user engagement and based on the unique perspective of community belonging and service personal value. Taking the online travel community as an example, based on the personal value theory and basic psychological needs theory, this paper constructs a structural equation model that includes user participation, user loyalty, community belonging and service personal value by using the situation questionnaire method. The results show that: user participation breadth and depth have a significant positive impact on user loyalty; the value of peaceful living, social integration and community belonging are significantly inter-related between user participation and loyalty, of which the role of social intermediation is the strongest intermediary, Identity value did not play a significant intermediary role. The new findings of this article enrich the academic community to participate in related research, but also on the online travel business how to improve customer loyalty have greater reference value.