基于归属感及价值感视角的用户参与影响研究-人文地理.pdfVIP

人文地理 2017年第4期总第156期 文章编号:1003-2398(2017)04-0155-06 DOI:10.13959/j.issn. 1003-2398.2017.04.021 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 吴 慧，肖 廷 （湖南大学工商管理学院，长沙410082 ） STUDYSTUDY OFOF USERUSER BASEDBASED ONON SENSESENSE OFOF COMMUNITYCOMMUNITY ANDAND VALUE:VALUE: CASESCASES FROMFROM ONLINEONLINE TRAVELTRAVEL COMMUNITYCOMMUNITY WU Hui, XIAO Ting (BusinessSchool,HunanUniversity,Changsha410082,China) Abstract: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 in- fluence 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 per- sonal values. Service personal values, as the highest level of value demands, are divided into three dimen- sions 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 con- structe