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

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。

Influence of participation motivation of virtual travel community members on their engagement behavior: Taking an outdoor travel virtual community as example

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.