摘要
旅游虚拟社区是用户实现分享旅游经历、获取旅游资讯和寻找出游同伴等功能的重要平台,也是企业实现精准营销的重要手段。企业和用户在虚拟社区共同投入、共同产出价值的过程称为价值共创。心流体验作为完全投入和集中注意力的积极心理状态,会影响用户与企业的契合程度,进而影响企业与用户之间的价值共创。文章通过对旅游虚拟社区用户数据进行采集与实证分析,揭示了用户心流体验对价值共创的影响机制。结果表明:内部动机和外部动机对用户产生的积极心理状态有显著正向影响;用户的积极心理状态及其与企业的契合程度对价值共创均有积极影响,且顾客与企业的契合程度在心流体验和价值共创过程中起部分中介作用。据此,文章提出了旅游虚拟社区企业可以通过提升用户参与动机,激发用户积极心理状态,强化顾客与企业之间密切关系,推动价值共创持续发展,实现引流交易和精准营销等管理启示。
The virtual tourist community is an important platform for customers to share their travel experience,obtain travel information and find travel companions,and it is also an important means for enterprises to realize precision marketing.The process of enterprises and customers investing and producing value jointly in virtual tourist community is called value co-creation.However,flow experience,as a positive psychological state of full engagement and focused attention,will affect customer engagement,and then affect the value co-creation.Through the collection and empirical analysis of customer data of virtual tourist community,this paper reveals the influence mechanism of customer flow experience on value co-creation.The results show that internal motivation and external motivation both have significant positive effects on the positive psychological state of users,and the influence of internal motivation is greater.Besides,the positive psychological state of customers and customer engagement have positive impacts on value co-creation.Meanwhile,customer engagement plays a mediating role in the process of flow experience and value co-creation.It is proposed that virtual tourist community enterprises can enhance the motivation of customer's participation,stimulate the positive psychological state of customers,strengthen the relationship between enterprises closely,promote the sustainable development of value cocreation,and then realize the management enlightenment of drainage transaction and precision marketing.
作者
郭舒
杨浩
曹宁
GUO Shu;YANG Hao;CAO Ning(Business School,Faculty of Economics,Liaoning University,Shenyang 110136,China)
出处
《辽宁大学学报（哲学社会科学版）》
CSSCI
2024年第1期74-87,共14页
Journal of Liaoning University(Philosophy and Social Sciences Edition)
基金
国家社科基金项目“旅游产业加速脱贫的机制及其效果评估研究”(19BGL146)。
关键词
旅游虚拟社区
心流体验
价值共创
顾客契合
virtual tourist community
flow experience
value co-creation
customer engagement
