物质奖励对旅游虚拟社区再分享意愿影响研究  

The Influence of Monetary Incentives on Knowledge Re-sharing Intention in Online Travel Communities

作　　者：赵琴琴[1,2] 张梦[1] 付晓蓉[1] ZHAO Qinqin1,2, ZHANG Meng1, FU Xiaorong1(1. School of Business Administration, Southwestern University of Finance and Economics, Chengdu 611130, China; 2. School of Economics and Management, Southwest Petroleum University, Chengdu 610500, Chin)

机构地区：[1]西南财经大学工商管理学院,四川成都611130 [2]西南石油大学经济管理学院,四川成都610500

出　　处：《旅游学刊》2018年第3期39-49,共11页Tourism Tribune

基　　金：国家自然科学基金项目"消费者服务购买决策过程的框架效应研究"(71372207);四川省高校人文社科重点研究基地"西部旅游发展研究中心";旅游消费者创新理论团队(JBK150507);中央高校基本科研博士生课题项目"奖励对旅游虚拟社区消费者再分享意愿的影响研究"(JBK1507136);西南石油大学启航项目"生态系统视角下的乡村旅游发展研究"(2017QHR001)共同资助~~

摘　　要：学术界早就关注虚拟社区知识分享的激励问题,但主要探讨单一激励模式对知识分享的影响,而对物质奖励和精神奖励这两种激励的交互作用少有研究进行深入分析。文章通过情景模拟实验,研究旅游虚拟社区的物质奖励和精神奖励交互作用对用户知识再分享意愿的影响及其作用机理。研究发现,有精神奖励的情况下,物质奖励不是越高越好,高水平物质奖励不如低水平物质奖励对再分享意愿的激励作用;与此同时,低水平物质奖励比没有物质奖励好,即不存在"少不如无"的现象。此外,文章进一步分析了自我效能和获益感知的中介作用,揭示了两类奖励的交互作用对知识再分享意愿的作用机理。文章丰富了知识分享的激励理论,对合理设计奖励制度、实现旅游虚拟社区价值共创提供了方法指导和决策参考。＂Knowledge re-sharing intention＂ refers to the subjective probability that users continue sharing knowledge in a given virtual community after the initial sharing act. Studies have shown that many users only share knowledge once within certain virtual communities, and switch from one virtual community to another quite often. In order to enhance the quality of shared content and encourage the sustained participation of more users, existing online travel communities adopt incentive measures stimulating user＇ s knowledge re-sharing intention. Although academia has from early on paid close attention to the impact of knowledge-sharing incentives in virtual communities, it mainly probed into the influence of single-incentive models on knowledge sharing, while little in-depth analysis has been done on the interactive effect of both monetary and spiritual incentives. This thesis offers an analytic framework for the influence of monetary and spiritual incentives on knowledge re-sharing intention. Based on a 3 （monetary incentive： high/low/inexistent） times 2 （spiritual incentive： yes/no） between-group experimental design, our simulated-scenario experiment verifies the interactive impact of monetary and spiritual incentives on users＇ knowledge re-sharing intention and its mechanism. The study found, （1） Without spiritual incentive, simple monetary incentives still influence knowledge re-sharing intention, and influence strengthens along with incentive strength. This shows that, when simply using monetary incentives, sharers measure the economic benefits of re-sharing based on the incentive amount given in compensation for time, energy or money. （2） With spiritual incentive, the influence of monetary incentives on knowledge re-sharing intentions is related to the level of monetary incentives. First, low-level monetary incentives have a stronger influence on knowledge re-sharing intention than no monetary incentive, since sharers see low-level monetary incentives as symbolic incentives, and ther

关 键 词：物质奖励 精神奖励 自我效能 获益感知 再分享意愿 

分 类 号：F59[经济管理—旅游管理]