基于归属感及价值感视角的用户参与影响研究——以在线旅游社区为例

doi:10.13959/j.issn.1003-2398.2017.04.021

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Abstract With the development of service-oriented logic, it requires more deep study of the source of user loyalty as service enterprises need create more value for users and shape competitive advantage. In recent years, research on user involvement becomes very popular. However, few studies deeply investigate the influence of user involvement on user loyalty from the view of breadth of user involvement and depth of user involvement, and based on the unique perspectives of sense of community and service personal values. At first, based on the personal value theory and the basic psychological need theory, this study establishes a structural equation model which contains user involvement, user loyalty, sense of community and service personal values. Service personal values, as the highest level of value demands, are divided into three dimensions of service value to peaceful life, service value to identity value and service value to social integration. And then the method of scenario-based questionnaire is used to collect data online and offline in the case of online travel community. Before the final survey, an interview, two pre-experiments and a pre-survey are constructed one after another to make the scenarios and questionnaires more scientific and reasonable. At last, the software AMOS 21.0 and SPSS 21.0 are applied together to analysis the data and test the hypotheses. The results of this study show that both breadth and depth of user involvement have a positive influence on user loyalty, yet the effect of depth of user involvement on user loyalty is stronger. What's more, service value to peaceful life, service value to social integration and sense of virtual community have significant mediating effects between user involvement and user loyalty.

Key words： user involvement sense of community service personal values online travel community structural equation model

Received: 04 February 2016

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http://rwdl.xisu.edu.cn/EN/10.13959/j.issn.1003-2398.2017.04.021 OR http://rwdl.xisu.edu.cn/EN/Y2017/V32/I4/155

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[16]	杨伟文,刘新.虚拟品牌社群价值对品牌忠诚的影响实证研究[J]. 系统工程,2010,28(3):53-58.[Yang Weiwen, Liu Xin. The empirical research into the effect of the value of virtual brand community on brand loyalty[J]. Systems Engineering, 2010,28(3):53-58.]
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[17]	Laurent G, Kapferer J. Measuring consumer involvement profiles[J]. Journal of Marketing Research, 1985,22(1):41-53.
[13]	Chianga I P, Lin C C, Wang K M. Sense of virtual community:Antecedents and consequences[J]. Journal of e-Business, 2011,13(1):1-26.
[18]	Nambisan S, Baron R. Virtual customer environments:Testing a model of voluntary participation in value co-creation activities[J]. The Journal of Product Innovation Management, 2009,26(4):388-406.
[14]	刘倩.消费价值与顾客归属感关系研究——以旅游服务企业为例[J].暨南学报(哲学社会科学版),2008,30(5):65-71.[Liu Qian. Study on relationship of customer value and customer sense of belong[J]. Journal of Jinan University (Philosophy and Social Sciences), 2008,30(5):65-71.]
[19]	Chang H H, Chen S W. The impact of customer interface quality, satisfaction, and switching costs on e-loyalty:Internet experience as a moderator[J]. Computers in Human Behavior, 2008,24(6):2927-2944.
[15]	Kim W G, Lee C, Hiemstra S J. Effects of an online virtual community on customer loyalty and travel product purchases[J]. Tourism Management, 2004,25(3):343-355.
[20]	Armstrong J S, Overton T. Estimating nonresponse bias in mail surveys[J]. Journal of Marketing Research, 1977,14(3):396-402.
[16]	杨伟文,刘新.虚拟品牌社群价值对品牌忠诚的影响实证研究[J]. 系统工程,2010,28(3):53-58.[Yang Weiwen, Liu Xin. The empirical research into the effect of the value of virtual brand community on brand loyalty[J]. Systems Engineering, 2010,28(3):53-58.]
[21]	吴明隆.结构方程模型:AMOS的操作与应用[M].重庆:重庆大学出版社,2009:265-266.[Wu Minglong. Structural Equation Modeling:Operation and Application of AMOS[M]. Chongqing:Chongqing University Press, 2009:265-266.]