在线旅游产品笔记内容特征对用户隐式反馈行为的影响研究——以小红书亲子旅游账号为例  

Research on the Impact of Content Features of Online Travel Products‘Notes on Users’Implicit Feedback Behavior——Taking Xiaohongshu’s Parent-child Travel Account As An Example

作　　者：谢婷 孙乐怡 XIE Ting;SUN Leyi(School of Sports Recreation and Tourism,Beijing Sport University,100084,Beijing,PRC)

机构地区：[1]北京体育大学体育休闲与旅游学院,北京100084

出　　处：《江西科学》2024年第3期687-694,共8页Jiangxi Science

基　　金：中央高校基本科研业务费专项资金资助项目(2022YB017)。

摘　　要：以小红书社区亲子旅游账号为研究对象,将亲子旅游用户在小红书平台上发布的笔记内容信息进行量化分析。通过类目构建,确立了外部和内部2个一级维度,并细分为22个四级细化指标。以亲子旅游账号发布的小红书笔记的外在形式、内容质量、集合质量、表达质量和效用质量作为自变量,小红书用户隐式反馈行为(点赞和收藏)作为因变量,建立了负二项回归模型。结果表明,小红书平台上亲子旅游产品笔记的外在形式、内容质量、集合质量都对用户隐式反馈行为有非常显著的正向影响;笔记的表达质量对用户隐式反馈行为有较为显著的影响;笔记的效用质量对用户隐式反馈行为影响不显著。拓展了旅游领域用户隐式反馈的影响因素,为旅游产品有效的在线推广提供建议。Taking Xiaohongshu community’s parent-child travel accounts as the research object,the content information posted by parent-child travelers on the Xiaohongshu platform was quantitatively analyzed in this study.Two primary dimensions,external and internal,were established by constructing categories,which were further divided into 22 fourth-level refinement indicators.A negative binomial regression model was built by using the external form,content quality,set quality,expression quality,and utility quality of the parent-child travel account’s Xiaohongshu note as independent variables and the Xiaohongshu users’implicit feedback behavior(likes and collections)as dependent variables.It was found that the external form,content quality,and set quality of parentchild travel product notes on the Xiaohongshu platform all had a significant positive impact on users’implicit feedback behavior;the expression quality of notes had a significant impact on users’implicit feedback behavior,while the utility quality of notes had no significant impact.Suggestions for effective online promotion of tourism products are provided and the factors influencing implicit feedback from users in the tourism industry are expanded upon in this paper.

关 键 词：在线笔记 内容特征 隐式反馈 点赞和收藏 亲子旅游 

分 类 号：F324.1[经济管理—产业经济]