社会化媒体中分享旅游体验的行为研究

›› 2017, Vol. 29 ›› Issue (2): 97-105.

社会化媒体中分享旅游体验的行为研究

王晓蓉¹, 彭丽芳¹, 李歆宇²

1. 厦门大学管理学院, 厦门 361005;
2. 美国凯斯西储大学魏德海管理学院, 俄亥俄 44106

收稿日期:2014-11-17 出版日期:2017-02-28 发布日期:2017-03-16
通讯作者: 彭丽芳(通讯作者),厦门大学管理学院教授,博士生导师,博士。
作者简介:王晓蓉,厦门大学管理学院博士研究生;李歆宇,美国凯斯西储大学魏德海管理学院博士研究生。
基金资助:
福建省社会科学规划重点项目（FJ2015B202）；中央高校基本科研业务费专项资金（20720161052）。

Behavior of Sharing Travel Experiences in Social Media

Wang Xiaorong¹, Peng Lifang¹, Li Xinyu²

1. School of Management, Xiamen University, Xiamen 361005;
2. Weatherhead School of Management, Case Western Reserve University, OH 44106

Received:2014-11-17 Online:2017-02-28 Published:2017-03-16

摘要/Abstract

摘要： 通过整合理性行为理论和自我决定理论，本文构建了社会化媒体中旅游体验分享行为的研究模型；此外，本文检验了内在动机、外在动机、保护型和获得型面子倾向对旅游体验分享意愿和行为的作用；最后，本文检验了保护型和获得型面子倾向对分享动机与分享意愿之间因果关系的调节效应。本研究通过社会化媒体收集数据，并通过两阶段分析法检验研究模型和假设。研究结果有利于弥补已有旅游体验分享行为研究的理论缺陷，同时为社会化媒体和旅游组织制定合理的激励机制提供理论指导。

关键词: 社会化媒体, 内在动机, 外在动机, 旅游体验, 面子倾向

Abstract: Drawing on Theory of Reasoned Action (TRA) and Self-Determination Theory (SDT), this paper develops a research model of travel experiences sharing behavior in social media. In addition, this study tests the roles of the intrinsic motivation, extrinsic motivation, protective and acquisitive face orientations on the intention and behavior of sharing tourism experiences. Finally, this study examines how protective and acquisitive face orientations moderate the causal relations of sharing motivations and intention. Our data is collected from social media, and the research model and hypotheses are verified through a two-stage methodology. The results of this study can help make up for the theoretical gaps in the existing literature of sharing travel experience, and provide practical implications for tourism suppliers and social media platforms.

Key words: social media, intrinsic motivation, extrinsic motivation, travel experiences, face orientation

王晓蓉, 彭丽芳, 李歆宇. 社会化媒体中分享旅游体验的行为研究[J]. , 2017, 29(2): 97-105.

Wang Xiaorong, Peng Lifang, Li Xinyu. Behavior of Sharing Travel Experiences in Social Media[J]. , 2017, 29(2): 97-105.

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