【摘要】 虚拟社区结伴同游是互联网普及和自助精神共同作用下产生的一种日益普遍的自助旅行方式。文章从价值共创的视角,采用定性和定量混合研究设计,运用信任理论对结伴同游共创意愿的形成机制进行探索研究。3个情景实验的研究结果表明:在旅游虚拟社区的结伴同游情景下,发帖用户的能力显著正向影响参与用户的价值共创意愿,同伴信任起着部分中介的作用;社区声望负向调节结伴同游发帖用户能力与同伴信任以及发帖用户能力与参与用户价值共创意愿的影响关系;同时,社区声望对结伴同游发帖用户能力与结伴同游共创意愿之间的调节作用完全由同伴信任所中介。该研究丰富了多方行为主体价值共创的实证研究成果,同时为旅游虚拟社区结伴同游活动的开展提供了指导建议。更多还原

【Abstract】 With the development and popularization of the Internet, tourists having similar interests gather,communicate, and share their experiences in virtual travel communities; eventually, those processes may develop into offline co-created behavior. Through a community platform, tourists can place companion posts to locate fellow travelers, who in turn are similarly able to find like-minded travelers through the platform. Owing to popularization of the Internet and growth of the self-help spirit, companionship travel is becoming an increasingly common self-help travel mode in virtual tourist communities. From the perspective of value co-creation, the present study adopts a qualitative and quantitative mixed research design; it applies the theory of trust to examine the development of co-creation intention with respect to companionship travel. For the independent variable, we employed the post user’s competence(PUC);the dependent variable was the participating user’s value co-creation intention; the mediating variable was peer trust; and the moderating variable was community reputation. In this way, we constructed a moderated mediation model.Following three situational experiments, we obtained the following results. Regarding travel companionship in a virtual tourist community, the PUC had a significant positive impact on the participating user’s willingness to co-create value. Peer trust exerted a partial effect on the mediating role. Community reputation had a direct, significant, positive impact on peer trust and value co-creation intention(VCI); it negatively moderated the relationship between PUC and peer trust for companion travel post users in addition to the competence of post users and VCI of participating users. Further, the interaction between community reputation and users’ ability to travel together and their intention to do so was completely mediated by peer trust. On the basis of a systematic examination of value co-creation,we developed an empirical model for travel intention with respect to finding travel companionship in virtual tourist communities. We combined the theory of value co-creation with that of trust to underline the importance of interpersonal trust in value co-creation. Finally, regarding community platforms, we investigated the internal mechanisms and boundary conditions of virtual companion selection by tourists.Our conclusions should be beneficial for managers of community platforms with respect to user practice on their platforms. We believe our findings will be helpful in the following ways: improving the travelling ability of virtual tourists; enhancing trust among individuals in the virtual community; and promoting the reputation of community platforms. We address directions for further studies at the end of the paper.更多还原