意见领袖对旅游虚拟社区参与行为影响的实证研究——以大学生为例
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摘要
大学生是旅游客源中一个重要的群体,而意见领袖在虚拟社区中居于中心位置,具有巨大影响力和号召力。研究大学生参与旅游虚拟社区行为的过程中意见领袖的影响作用与机制,对提高大学生旅游社交和体验具有重要的意义。文章基于社会资本理论、社会影响理论和羊群行为理论,通过构建概念模型,采用实证研究方法检验了意见领袖对大学生参与旅游虚拟社区行为的影响。研究结果表明:网络联结、中心性、团队规范和模仿他人对社会认同有显著影响;中心性对模仿他人有显著影响;共同意图不仅受到社会认同的影响,还受到团队规范和模仿他人的直接与间接影响;共同意图对参与行为有显著影响。最后,对旅游虚拟社区运营商提出了相应的建议:(1)重视旅游社交网络构建,大力发挥其商业性和社会性价值;(2)充分利用意见领袖的影响力;(3)努力营造友好的旅游社交平台氛围。
College students are important group of tourist customers and are regular Internet and mobile terminal equipment users. With their increasing spending power, they prefer to travel, use social media, and pay close attention to personal tourism experiences in which they exhibit a certain herd mentality. Over the years, the literature has highlighted the importance of 'opinion leaders' and their effects on individuals' behaviour in the virtual community. They are situated in important central positions in the virtual community and can attract people from different areas with their influence and charisma. Therefore, in this study we show how opinion leaders influence college students' participation behaviour and herd behaviour in a tourism virtual community and discuss the consequences of this influence. This will enrich college students' social communication and experience sharing in the process of tourism, and promote marketing strategies and social networking platforms,with their opinion leaders, with regard to their participation in tourism enterprises. This work integrates Social Capital Theory, Social Influence Theory, and Herd Behaviour Theory to construct a research model of such influences aimed at investigating the effects of opinion leaders on college student participation behaviour in a virtual communication context. Data collected from 444 college students provide support for the proposed model. The findings from this study indicate: 1) Network Ties,Centrality, Group Norms, and Imitating Others, significantly influence Social Identity, and Centrality influences Imitating Others significantly; 2) We-intention is saliently influenced by Social Identity,Group Norm, and Imitating Others; 3) We-intention significantly influences on Participation Behaviour;lastly, the implications for theory, practice, and future research directions are discussed. This study helped to support, and extend, the theory of social caption and social influence, and enriched the scope and depth of tourism-related information and social network research by exploring the influence of "connectors"(i.e., opinion leaders) in the virtual community in the use of a tourism App. This may apply to on-line education and learning, financial investment, games and videos, etc. Meanwhile, it will provide practical insights for tourism enterprise managers by suggesting ways in which to vitalise virtual communities. According to the conclusions resulting from empirical analysis: 1) attaching great importance to the tourists virtual communities and vigorously developing its commercial and social value thus making tourism enterprises lend more concern to virtual communication platforms,increasing their membership, promoting information communication and knowledge sharing in tourismrelated virtual communication; 2) fully considering, and utilising, the influence of opinion leaders, for their resources, opportunities, delivery of information, and in providing advice and recommendations within the virtual community. Based on this, it is conducive to good interpersonal communication and marketing effect, and to sharing experiences and travelling together as a group within the tourism virtual community and its members; 3) building friendly relationships in tourism social networks and promoting intention to continue use of tourism Apps on the basis of an improved in-depth understanding of the consumer's psychological needs. These results help us to identify the influence of opinion leaders on others in tourism virtual communities: in the future, more research is warranted to improve the study of tourist behaviour models in the mobile, and social, environments.
College students are important group of tourist customers and are regular Internet and mobile terminal equipment users. With their increasing spending power, they prefer to travel, use social media, and pay close attention to personal tourism experiences in which they exhibit a certain herd mentality. Over the years, the literature has highlighted the importance of 'opinion leaders' and their effects on individuals' behaviour in the virtual community. They are situated in important central positions in the virtual community and can attract people from different areas with their influence and charisma. Therefore, in this study we show how opinion leaders influence college students' participation behaviour and herd behaviour in a tourism virtual community and discuss the consequences of this influence. This will enrich college students' social communication and experience sharing in the process of tourism, and promote marketing strategies and social networking platforms,with their opinion leaders, with regard to their participation in tourism enterprises. This work integrates Social Capital Theory, Social Influence Theory, and Herd Behaviour Theory to construct a research model of such influences aimed at investigating the effects of opinion leaders on college student participation behaviour in a virtual communication context. Data collected from 444 college students provide support for the proposed model. The findings from this study indicate: 1) Network Ties,Centrality, Group Norms, and Imitating Others, significantly influence Social Identity, and Centrality influences Imitating Others significantly; 2) We-intention is saliently influenced by Social Identity,Group Norm, and Imitating Others; 3) We-intention significantly influences on Participation Behaviour;lastly, the implications for theory, practice, and future research directions are discussed. This study helped to support, and extend, the theory of social caption and social influence, and enriched the scope and depth of tourism-related information and social network research by exploring the influence of "connectors"(i.e., opinion leaders) in the virtual community in the use of a tourism App. This may apply to on-line education and learning, financial investment, games and videos, etc. Meanwhile, it will provide practical insights for tourism enterprise managers by suggesting ways in which to vitalise virtual communities. According to the conclusions resulting from empirical analysis: 1) attaching great importance to the tourists virtual communities and vigorously developing its commercial and social value thus making tourism enterprises lend more concern to virtual communication platforms,increasing their membership, promoting information communication and knowledge sharing in tourismrelated virtual communication; 2) fully considering, and utilising, the influence of opinion leaders, for their resources, opportunities, delivery of information, and in providing advice and recommendations within the virtual community. Based on this, it is conducive to good interpersonal communication and marketing effect, and to sharing experiences and travelling together as a group within the tourism virtual community and its members; 3) building friendly relationships in tourism social networks and promoting intention to continue use of tourism Apps on the basis of an improved in-depth understanding of the consumer's psychological needs. These results help us to identify the influence of opinion leaders on others in tourism virtual communities: in the future, more research is warranted to improve the study of tourist behaviour models in the mobile, and social, environments.
引文
[1]Shao Jun.The new marketing tendency of social media in tourism[J].Tourism Tribune,2012,27(8):4-5.[邵隽.旅游服务业社会化媒体营销新趋势——意见领袖与微电影营销[J].旅游学刊,2012,27(8):4-5.]
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[3]Zhao Mingxia.The Psychological Mechanism Study of Virtual Community Members’Sustained Participation[D].Shanghai:Fudan University,2013.[赵明霞.虚拟社区成员持续参与行为的心理机制研究[D].上海:复旦大学,2013.]
[4]Chang H H,Chuang S S.Social capital and individual motivations on knowledge sharing:Participant involvement as a moderator[J].Information&Management,2011,48(1):9-18.
[5]Zhou Tao,Lu Yaobing.A research on knowledge sharing behavior of virtual community users based on social influence theory[J].R&D Management,2009,21(4):78-83.[周涛,鲁耀斌.基于社会影响理论的虚拟社区用户知识共享行为研究[J].研究与发展管理,2009,21(4):78-83.]
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[8]Zhong Zhijin.The influence of internet on college students’network social capital and real social capital[J].Journalism Bimonthly,2015,3(3):30-36.[钟智锦.互联网对大学生网络社会资本和现实社会资本的影响[J].新闻大学,2015,3(3):30-36.]
[9]Kelman H C.Compliance,identification,and internalization:Three processes of attitude change[J].Journal of Conflict Resolution,1958,2(1):51-60.
[10]Tajfel H.Differentiation between Groups:Studies in the Social Psychology of Intergroup Relations[M].London:Academic Press,1978:27-60.
[11]Bagozzi R P,Dholakia U M.Intentional social action in virtual communities[J].Journal of Interactive Marketing,2002,16(2):2-21.
[12]Dholakia U M,Bagozzi R,Pearo L K.A social influence model of consumer participation in network-and small-group-based virtual communities[J].International Journal Research Marketing,2004,21(3):241-263.
[13]Qu H L,Lee H Y.Travelers’social identification and membership behaviors in online travel community[J].Tourism Management,2011,32(6):1262-1270.
[14]Banerjee A V.A simple model of herd behavior[J].The Quarterly Journal of Economics,1992,107(3):797-817.
[15]Rao H,Greve H R,Davis G F.Fool’s gold:Social proof in the initiation and abandonment of coverage by wall street analysts[J].Administrative Science Quarterly,2001,46(3):502-526.
[16]Sun H.A longitudinal study of herd behavior in the adoption and continued use of technology[J].Mis Quarterly,2013,37(4):1013-1041.
[17]Walden E A,Browne G J.Sequential adoption theory:A theory for understanding herding behavior in early adoption of novel technologies[J].Journal of the Association for Information Systems,2009,10(1):31-62.
[18]Moore G C,Benbasat I.Development of an instrument to measure the perceptions of adopting an information technology innovation[J].Information Systems Research,1991,2(3):192-223.
[19]Bikhchandani S,Hirshleifer D,Welch I.A theory of fads,fashion,custom,and cultural change as informational cascades[J].Journal of political Economy,1992,100(5):992-1026.
[20]Jiang Yan,Jin Jianmei.Role difference of opinion leaders in virtual community and its enlightenment to enterprise marketing[J].Journal of Guangdong University of Business Studies,2012,27(2):23-30.[姜岩,靳见美.虚拟社区意见领袖的角色差异及对企业营销的启示[J].广东商学院学报,2012,27(2):23-30.]
[21]Lazarsfeld P F,Berelson B,Gaudet H.The People’s Choice[M].New York:Columbia University Press,1948:434-445.
[22]Eck P S V,Jager W,Leeflang P S H.Opinion leaders’role in innovation diffusion:A simulation study[J].Journal of Product Innovation Management,2011,28(2):18-203.
[23]Valente T W,Davis R L.Accelerating the diffusion of innovations using opinion leaders[J].The Annals of the American Academy of Political and Social Science,1999,566(1):55-67.
[24]Flynn L R,Goldsmith R E,Eastman J K.Opinion leaders and opinion seekers:Two new measurement scales[J].Journal of the Academy of Marketing Science,1996,24(2):137-147.
[25]Villanueva J,Yoo S,Hanssens D M.The impact of marketinginduced versus word-of-mouth customer acquisition on customer equity growth[J].Journal of Marketing Research,2013,45(1):48-59.
[26]Tu Hongwei,Yan Ming.A review of foreign literature of consumer opinion leaders and prospect[J].Foreign Economics&Management,2014,36(5):32-39.[涂红伟,严鸣.国外消费者意见领袖研究述评与展望[J].外国经济与管理,2014,36(5):32-39.]
[27]Lyons B,Henderson K.Opinion leadership in a computermediated environment[J].Journal of Consumer Behaviour,2005,4(5):319-329.
[28]Chen Yuan,Liu Xinyu.Research on opinion leaders recognition based on social network[J].Information Science,2015,4(4):13-19,92.[陈远,刘欣宇.基于社会网络分析的意见领袖识别研究[J].情报科学,2015,4(4):13-19,92.]
[29]Ji Dan,Guo Zheng.Research on the factors influencing the power of opinion leaders online in crisis communication[J].Journal of Intelligence,2015,2(2):22-27.[季丹,郭政.网络意见领袖对危机信息传播效果的影响因素研究[J].情报杂志,2015,2(2):22-27.]
[30]Liu Nan,Wang Lidong.Tourists marketing:A new approach to tourists destination marketing[J].Journal of Zhejiang University:Humanities and Social Science,2008,38(6):122-129.[刘南,汪立东.游客营销——旅游地营销的新途径[J].浙江大学学报:人文社会科学版,2008,38(6):122-129.]
[31]Zhang Gaojun,Li Junyi,Bi Lifang,et al.An analysis on information exchange characteristic about tourism synchronous virtual community:A case study of QQ group[J].Tourism Tribune,2013,28(2):119-126.[张高军,李君轶,毕丽芳,等.旅游同步虚拟社区信息交互特征探析——以QQ群为例[J].旅游学刊,2013,28(2):119-126.]
[32]Ellemers N,Kortekaas P,Ouwerkerk J W.Self-categorization,commitment to the group,and group self-esteem as related but distinct aspects of social identity[J].European Journal of Social Psychology,1999,29(2-3):371-389.
[33]Tsai H T,Bagozzi R P.Contribution behavior in virtual communities:Cognitive,emotional,and social influences[J].Mis Quarterly,2014,38(1):143-164.
[34]Duan W,Gu B,Whinston A B.Informational cascades and software adoption on the internet:An empirical investigation[J].Mis Quarterly,2009,33(1):23-48.
[35]Koh J,Kim Y G,Butler B,et al.Encouraging participation in virtual communities[J].Communications of ACM,2007,50(2):68-73.
[36]CasalóL V,Flavián C,Guinalíu M.Determinants of the intention to participate in firm-hosted online travel communities and effects on consumer behavioural intentions[J].Tourism Management,2010,31(6):898-911.
[37]Hu Xianghong,Zhang Gaojun.Empirical study on the effect of social relationship to tourism intention in virtual community[J].Geography and Geo-Information Science,2015,31(4):116-120.[胡向红,张高军.虚拟社区人际关系对旅游行为意向影响的实证研究[J].地理与地理信息科学,2015,31(4):116-120.]
[38]Butler B S.Membership size,communication activity,and sustainability:A resource-based model of online social structures[J].Information Systems Research,2001,12(4):346-362.
[39]Wu Hongcheng.Research on Acceptance behavior Factor’s on Tourism Mobile Application[D].Hangzhou:Zhejiang University,2014.[吴鸿成.基于自助游游客视角的旅游移动应用接受行为影响因素研究[D].杭州:浙江大学,2014.]
[2]Wang Y C,Yu Q,Fesenmaier D R.Defining the virtual tourist community:Implications for tourism marketing[J].Tourism Management,2002,23(4):407-417.
[3]Zhao Mingxia.The Psychological Mechanism Study of Virtual Community Members’Sustained Participation[D].Shanghai:Fudan University,2013.[赵明霞.虚拟社区成员持续参与行为的心理机制研究[D].上海:复旦大学,2013.]
[4]Chang H H,Chuang S S.Social capital and individual motivations on knowledge sharing:Participant involvement as a moderator[J].Information&Management,2011,48(1):9-18.
[5]Zhou Tao,Lu Yaobing.A research on knowledge sharing behavior of virtual community users based on social influence theory[J].R&D Management,2009,21(4):78-83.[周涛,鲁耀斌.基于社会影响理论的虚拟社区用户知识共享行为研究[J].研究与发展管理,2009,21(4):78-83.]
[6]Bourdieu P.Forms of capital[A]//Handbook of Theory and Research for the Sociology of Education[C].New York:Greenwood Press,1986:241-258.
[7]Nahapiet J,Ghoshal S.Social capital,intellectual capital,and the organizational advantage[J].Academy of Management Journal,1998,23(2):242-266.
[8]Zhong Zhijin.The influence of internet on college students’network social capital and real social capital[J].Journalism Bimonthly,2015,3(3):30-36.[钟智锦.互联网对大学生网络社会资本和现实社会资本的影响[J].新闻大学,2015,3(3):30-36.]
[9]Kelman H C.Compliance,identification,and internalization:Three processes of attitude change[J].Journal of Conflict Resolution,1958,2(1):51-60.
[10]Tajfel H.Differentiation between Groups:Studies in the Social Psychology of Intergroup Relations[M].London:Academic Press,1978:27-60.
[11]Bagozzi R P,Dholakia U M.Intentional social action in virtual communities[J].Journal of Interactive Marketing,2002,16(2):2-21.
[12]Dholakia U M,Bagozzi R,Pearo L K.A social influence model of consumer participation in network-and small-group-based virtual communities[J].International Journal Research Marketing,2004,21(3):241-263.
[13]Qu H L,Lee H Y.Travelers’social identification and membership behaviors in online travel community[J].Tourism Management,2011,32(6):1262-1270.
[14]Banerjee A V.A simple model of herd behavior[J].The Quarterly Journal of Economics,1992,107(3):797-817.
[15]Rao H,Greve H R,Davis G F.Fool’s gold:Social proof in the initiation and abandonment of coverage by wall street analysts[J].Administrative Science Quarterly,2001,46(3):502-526.
[16]Sun H.A longitudinal study of herd behavior in the adoption and continued use of technology[J].Mis Quarterly,2013,37(4):1013-1041.
[17]Walden E A,Browne G J.Sequential adoption theory:A theory for understanding herding behavior in early adoption of novel technologies[J].Journal of the Association for Information Systems,2009,10(1):31-62.
[18]Moore G C,Benbasat I.Development of an instrument to measure the perceptions of adopting an information technology innovation[J].Information Systems Research,1991,2(3):192-223.
[19]Bikhchandani S,Hirshleifer D,Welch I.A theory of fads,fashion,custom,and cultural change as informational cascades[J].Journal of political Economy,1992,100(5):992-1026.
[20]Jiang Yan,Jin Jianmei.Role difference of opinion leaders in virtual community and its enlightenment to enterprise marketing[J].Journal of Guangdong University of Business Studies,2012,27(2):23-30.[姜岩,靳见美.虚拟社区意见领袖的角色差异及对企业营销的启示[J].广东商学院学报,2012,27(2):23-30.]
[21]Lazarsfeld P F,Berelson B,Gaudet H.The People’s Choice[M].New York:Columbia University Press,1948:434-445.
[22]Eck P S V,Jager W,Leeflang P S H.Opinion leaders’role in innovation diffusion:A simulation study[J].Journal of Product Innovation Management,2011,28(2):18-203.
[23]Valente T W,Davis R L.Accelerating the diffusion of innovations using opinion leaders[J].The Annals of the American Academy of Political and Social Science,1999,566(1):55-67.
[24]Flynn L R,Goldsmith R E,Eastman J K.Opinion leaders and opinion seekers:Two new measurement scales[J].Journal of the Academy of Marketing Science,1996,24(2):137-147.
[25]Villanueva J,Yoo S,Hanssens D M.The impact of marketinginduced versus word-of-mouth customer acquisition on customer equity growth[J].Journal of Marketing Research,2013,45(1):48-59.
[26]Tu Hongwei,Yan Ming.A review of foreign literature of consumer opinion leaders and prospect[J].Foreign Economics&Management,2014,36(5):32-39.[涂红伟,严鸣.国外消费者意见领袖研究述评与展望[J].外国经济与管理,2014,36(5):32-39.]
[27]Lyons B,Henderson K.Opinion leadership in a computermediated environment[J].Journal of Consumer Behaviour,2005,4(5):319-329.
[28]Chen Yuan,Liu Xinyu.Research on opinion leaders recognition based on social network[J].Information Science,2015,4(4):13-19,92.[陈远,刘欣宇.基于社会网络分析的意见领袖识别研究[J].情报科学,2015,4(4):13-19,92.]
[29]Ji Dan,Guo Zheng.Research on the factors influencing the power of opinion leaders online in crisis communication[J].Journal of Intelligence,2015,2(2):22-27.[季丹,郭政.网络意见领袖对危机信息传播效果的影响因素研究[J].情报杂志,2015,2(2):22-27.]
[30]Liu Nan,Wang Lidong.Tourists marketing:A new approach to tourists destination marketing[J].Journal of Zhejiang University:Humanities and Social Science,2008,38(6):122-129.[刘南,汪立东.游客营销——旅游地营销的新途径[J].浙江大学学报:人文社会科学版,2008,38(6):122-129.]
[31]Zhang Gaojun,Li Junyi,Bi Lifang,et al.An analysis on information exchange characteristic about tourism synchronous virtual community:A case study of QQ group[J].Tourism Tribune,2013,28(2):119-126.[张高军,李君轶,毕丽芳,等.旅游同步虚拟社区信息交互特征探析——以QQ群为例[J].旅游学刊,2013,28(2):119-126.]
[32]Ellemers N,Kortekaas P,Ouwerkerk J W.Self-categorization,commitment to the group,and group self-esteem as related but distinct aspects of social identity[J].European Journal of Social Psychology,1999,29(2-3):371-389.
[33]Tsai H T,Bagozzi R P.Contribution behavior in virtual communities:Cognitive,emotional,and social influences[J].Mis Quarterly,2014,38(1):143-164.
[34]Duan W,Gu B,Whinston A B.Informational cascades and software adoption on the internet:An empirical investigation[J].Mis Quarterly,2009,33(1):23-48.
[35]Koh J,Kim Y G,Butler B,et al.Encouraging participation in virtual communities[J].Communications of ACM,2007,50(2):68-73.
[36]CasalóL V,Flavián C,Guinalíu M.Determinants of the intention to participate in firm-hosted online travel communities and effects on consumer behavioural intentions[J].Tourism Management,2010,31(6):898-911.
[37]Hu Xianghong,Zhang Gaojun.Empirical study on the effect of social relationship to tourism intention in virtual community[J].Geography and Geo-Information Science,2015,31(4):116-120.[胡向红,张高军.虚拟社区人际关系对旅游行为意向影响的实证研究[J].地理与地理信息科学,2015,31(4):116-120.]
[38]Butler B S.Membership size,communication activity,and sustainability:A resource-based model of online social structures[J].Information Systems Research,2001,12(4):346-362.
[39]Wu Hongcheng.Research on Acceptance behavior Factor’s on Tourism Mobile Application[D].Hangzhou:Zhejiang University,2014.[吴鸿成.基于自助游游客视角的旅游移动应用接受行为影响因素研究[D].杭州:浙江大学,2014.]