旅游者需求与微信朋友圈旅游信息分享行为研究——使用与满足理论视角  

Research on Tourists’ Needs and Travel Information Sharing Behavior in WeChat Moments:From Use and Gratification Theory Perspective

作　　者：杨睿 陈志钢 范玉强 朱乐乐 YANG Rui;CHEN Zhigang;FAN Yuqiang;ZHU Lele(School of Geography and Tourism,Shaanxi Normal University,Xi’an 710119,China)

机构地区：[1]陕西师范大学地理科学与旅游学院,西安710119

出　　处：《河南科学》2022年第9期1529-1539,共11页Henan Science

基　　金：中央高校基本科研业务费专项资金(2020CSWY016)。

摘　　要：基于微信朋友圈构建的强关系社交网络,探讨微信朋友圈旅游信息分享行为的动因,定量分析微信朋友圈旅游信息分享行为的影响因素.研究发现:(1)旅游者的娱乐性需求、社会规范、分享态度、情感联结与分享意愿之间存在显著的正向相关性;(2)旅游者的时尚性需求对微信朋友圈旅游信息分享行为具有显著的负向影响;(3)旅游者的需求通过社会规范、分享态度、情感联结的中介效应,间接影响微信朋友圈旅游信息分享行为.Based on the strong relationship social network built by WeChat Moments,this study discusses the motivation of tourism information sharing behavior in WeChat Moments,and quantitatively analyzes the influencing factors of tourism information sharing behavior in WeChat Moments. The results show that:(1) There is a significant positive correlation among tourists’ entertainment needs,social norms,sharing attitudes,emotional connections and sharing intention.(2)Fashion needs has a significant negative impact on the travel information sharing behavior in WeChat Moments.(3) Tourists’ needs indirectly affect the travel information sharing behavior in WeChat Moments through the mediating effects of social norms,sharing attitudes,and emotional connections.

关 键 词：微信朋友圈 旅游信息分享行为 使用与满足理论 时尚 

分 类 号：F590[经济管理—旅游管理]