移动UGC环境下旅游者知识分享行为研究  

A Study of Tourist Knowledge Sharing Behavior under Mobile UGC Conditions

作　　者：阳震青[1] 彭润华[1] 

机构地区：[1]广西师范大学经济管理学院,广西桂林541004

出　　处：《旅游科学》2015年第2期46-59,共14页Tourism Science

基　　金：国家社会科学基金"移动用户生成内容环境下旅游者信息行为分析与我国旅游营销模式创新研究"(12CGL061);国家社会科学基金"旅游者参与及旅游服务价值共创模式研究"(13CGL082);广西高等学校优秀中青年骨干教师培养工程

摘　　要：本文通过对904位旅游者的调查,从动机、机会和能力这3个层面探讨了移动UGC环境下旅游者知识分享的驱动机制。研究结果表明:在动机层面,旅游者通过移动UGC知识分享时的自我展示会显著正向影响其感知娱乐,而自我展示和感知娱乐又会显著正向影响其分享意愿;在机会层面,感知激励会显著正向影响其人际互动和分享行为,人际互动会显著正向影响其感知娱乐;在能力层面,专业技能会显著正向影响其感知娱乐和分享行为。By using questionnaire method, the authors surveyed 904 tourists to explore into the driving mechanism of tourist knowledge sharing under mobile UGC conditions from motive, opportunity and ability aspects. The results show that self-presentation has a significantly positive impact on the perceived entertainment, and that self-presentation and the perceived entertainment have a significantly positive impact on sharing intention ; from opportunity aspect, the perceived incentive has a significant and positive impact on interactivity and sharing behavior, and that interactivity has a significantly positive impact on the perceived entertainment. Moreover, these results suggest that the expertise has a significantly positive impact on the perceived entertainment and sharing behavior. The conclusions of this paper has certain practical significance on network marketing management of tourism enterprises.

关 键 词：移动UGC 知识分享 动机 机会 能力 

分 类 号：F590.8[经济管理—旅游管理]