分享还是沉默？游客感知负向差异对在线分享行为意向的影响机制研究

余意峰; 李紫菱; 翁李胜; 马晓龙

doi:10.13959/j.issn.1003-2398.2025.03.016

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人文地理 ›› 2025, Vol. 40 ›› Issue (3) : 156-164. DOI: 10.13959/j.issn.1003-2398.2025.03.016

旅游

分享还是沉默？游客感知负向差异对在线分享行为意向的影响机制研究

余意峰^1,2, 李紫菱^1,2, 翁李胜^1,2, 马晓龙³

作者信息 +

SHARING OR SILENCE? THE INFLUENCE MECHANISM OF TOURISTS’PERCEIVED NEGATIVE DISCONFIRMATION ON ONLINE SHARING BEHAVIORAL INTENTION

YU Yi-feng^1,2, LI Zi-ling^1,2, WENG Li-sheng^1,2, MA Xiao-long³

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文章历史 +

摘要

社交媒体快速发展背景下，游客的在线分享对目的地的影响日益显著。然而，现有研究对游客在线分享行为意向影响机制的探索仍显薄弱。本文基于期望差异理论与情绪认知评价理论，探究了游客感知负向差异对在线分享行为意向的影响机制。研究发现：当游客产生负向差异时，通常会引发消极情绪，出于自我表达和利他主义的考虑，产生了在线分享行为；感知负向差异不仅能对在线分享行为产生直接影响，亦可通过多重中介路径产生间接影响。旅游经验在感知负向差异与消极情绪之间起到显著的负向调节作用。本文拓展了期望差异对游客负面情绪及后续行为的影响路径，揭示了游客在线分享行为意向的作用机制，为旅游目的地的营销管理提供了理论指导与实践启示。

Abstract

The rapid proliferation of social media has significantly amplified the influence of tourists' online sharing behaviors on destination reputations and consumer decision-making processes. IGrounded in the theoretical frameworks of Expectancy Disconfirmation Theory and the Cognitive Appraisal Theory of Emotion, this study systematically examines the causal pathways through which tourists' perceived negative disconfirmation shapes their intentions to share experiences online. Empirical findings reveal that when tourists' actual experiences fall short of their pre-travel expectations, the resultant perception of negative disconfirmation consistently triggers adverse emotional states, such as frustration and disappointment. The study shows that experienced tourists tend to exhibit lower levels of negative emotional reactions when faced with negative discrepancies compared to less experienced tourists. This finding not only enriches the application of Expectancy Disconfirmation Theory in tourism but also reveals the underlying mechanisms of tourists' intentions to engage in online sharing behavior.

导出引用

余意峰, 李紫菱, 翁李胜, 马晓龙. 分享还是沉默？游客感知负向差异对在线分享行为意向的影响机制研究[J]. 人文地理. 2025, 40(3): 156-164 https://doi.org/10.13959/j.issn.1003-2398.2025.03.016

YU Yi-feng, LI Zi-ling, WENG Li-sheng, MA Xiao-long. SHARING OR SILENCE? THE INFLUENCE MECHANISM OF TOURISTS’PERCEIVED NEGATIVE DISCONFIRMATION ON ONLINE SHARING BEHAVIORAL INTENTION[J]. HUMAN GEOGRAPHY. 2025, 40(3): 156-164 https://doi.org/10.13959/j.issn.1003-2398.2025.03.016

中图分类号： F592

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