基于扎根理论的短视频抖音用户出游行为形成机理研究  

Formation Mechanism of Tik Tok Users’Travel Behavior:An Exploration Study Based on Grounded Theory

作　　者：孙平[1] 邵帅 石佳云 康文青 SUN Ping;SHAO Shuai;SHI Jiayun;KANG Wenqing(Shandong University,Jinan,China)

机构地区：[1]山东大学管理学院

出　　处：《管理学报》2020年第12期1823-1830,共8页Chinese Journal of Management

基　　金：国家自然科学基金资助青年项目(71502093);山东省社会科学规划研究资助项目(17CLYJ02)。

摘　　要：基于自我决定理论和计划行为理论,从抖音迷因现象出发,运用扎根理论研究方法,分析抖音热点旅游地话题下的视频文案及评论,构建抖音用户出游行为的形成机理模型。研究结果呈现两个过程:①动机产生及内化过程:网络无意识动机在抖音制造的迷因刺激下产生,与基本心理需要和目标追求结合,内化生成“我必须去”的自主性出游动机;②出游动机转化为出游意愿和行为过程:出游动机、感知价值、主观规范以及感知行为控制直接影响出游态度,进而影响出游意愿及出游行为;主观规范及感知行为控制直接影响出游意愿,并调节出游意愿与出游行为的关系。Based on the grounded theory,this study collects and analyzes comments from Tik Tok to construct the formation mechanism of users’travel behavior from the perspective of internet memes by using self-determination theory and theory of planned behavior.The results show the inner and outer processes:①process of motivation generation and internalization:memes made by Tik Tok are able to stimulate unconscious travel motivation by immersive environment,and combined with basic psychological needs and goal pursuit,it can be internalized;②process of travel motivation turning into travel intention and behavior:travel motivation,perceived value,subjective norm and perceived behavioral control have effects on travel attitude,which in turn affect travel intention and behavior;subjective norm and perceived behavioral control also affect travel behavior directly and moderate the relationship of travel intention and travel behavior.

关 键 词：短视频平台 抖音 扎根理论 出游行为 在线评论 

分 类 号：C93[经济管理—管理学]