基于SOR理论的社交网络互动对旅游行为的影响  

作　　者：宋蒙蒙[1] 乔琳[1] 胡涛[1] 

机构地区：[1]海南大学旅游学院

出　　处：《企业经济》2019年第5期72-79,共8页Enterprise Economy

基　　金：海南省自然科学基金项目"社会距离情境下多元化电子口碑传播行为研究"(项目编号:791MS031);国家自然科学基金项目"旅游目的地信息服务模式与需求耦合机理分析及其应用研究"(项目编号:71661007);国家自然科学基金项目"基于移动社会网络的旅游信息服务可信性分析及其应用研究"(项目编号:71361007)

摘　　要：提高社交网络互动效率激发游客产品购买行为一直是旅游企业关注的问题。本文通过S-O-R框架,借鉴价值理论与沉浸理论探究虚拟品牌社区互动对旅游行为的影响。结果表明:易用性、双向沟通、旅游目的地联结性等因素是旅游者感知互动的重要组成,但感知互动不能直接对旅游产品购买行为产生显著影响,而是通过沉浸与感知价值的中介作用产生旅游购买行为。因此,本文提出积极响应成员交流、通过线上活动增加旅游目的地联结性、通过话题分组减少信息过载、鼓励旅游者分享旅游故事等建议,以改善社交网络旅游者体验,提升旅游企业社交网络运营能力。Improving the efficiency of social network interaction and stimulating the purchase of tourists' products has always been an issue of concern to tourism enterprises. Based on S-O-R framework and value theory and immersion theory, this paper explores the impact of virtual brand community interaction on tourism behavior. The results show that, usability, two-way communication, tourism destination association and other factors are the important components of tourists' perceived interaction. However, perceived interaction can not directly affect the purchasing behavior of tourism products, but tourism purchase behavior is produced through the intermediary role of immersion and perceived value. Therefore, this paper puts forward some suggestions such as actively responding to members' communication, increasing the connectivity of tourist destinations through online activities, reducing information overload through topic grouping, and encouraging tourists to share travel stories in order to improve the experience of tourists on social networks and enhance the ability of social network operation in tourism enterprises.

关 键 词：SOR理论 旅游感知价值 沉浸 社交网络 旅游产品购买 

分 类 号：F592.6[经济管理—旅游管理]