A Study On Tourists' Online Value Co-creation Behavior

During the last few years,the conventional logic that value is produced by enterprises is now being challenged.With the help of information technology,consumers are starting to play a role in the value creation process and the concept "co-creation" is drawing lots of attention.The prevalence of Industrialization promotes the social efficiency significantly,but also surpresses the individual demand of innovation and self-actualization.Nevertheless,human race differs from animals in value rationality,which stimulates people to achieve self-worth by creative processesUnder this circumstance,tourists are no longer satisfied with passively accepting established travelling products and services.They want to be more proactive in the production and consumption process.With the advent of tourism websites,the gaps between tourists are bridged.Tourists positively get more involved.They undergo the process from ignorance to sophistication,from passiveness to initiative.It will be meaningful for the online travel industry,or even the whole travel industry to perceive and understand the role of traveler as well as the change of their behaviors from the perspective of value co-creation.Therefore,this study tries to tackle the following questions:What is the expression of tourists' online value co-creation behavior?What is the process and types of tourists' online value co-creation behavior?What are the dimensions of tourists' online value co-creation behavior?How to measure this behavior?What positive influences does tourists' online value co-creation behavior have?What elements would affect tourists' willingness to participate in online co-creation behavior?This study combines the theory of co-creation,service dominant logic,consumer competency and e-service quality,adopting the mixed method to investigate the previous questions.(1)The theoretical analysis of tourists' online co-creation behavior is made based on the analysis of literature and interview materials.(2)According to process of scale development and multi-staged verification,the dimensions and structure of tourists' online value co-creation behavior are identified.(3)The research of the positive influence of tourists' online value co-creation behavior,together with the influential factors of tourists'participation intention is done by means of two pieces of evidence based on structure equation modeling.The following conclusions are made in the study:(1)The core element of tourists' online value co-creation behavior is interaction,and there are four types of interactions.Tourists'online value co-creation involves the reorganization of operant resources.Tourists' online value co-creation has three stages.The direct value created through tourists' online co-creation behavior is the perceived value of tourists,other actors will gain indirect value based on the direct value.(2)Tourists' online value co-creation behavior was found to have four dimensions,namely dominant,communication,help and cooperate.(3)Tourists' online value co-creation behavior has a positive influence on tourists' perceived value and loyalty.(4)The e-service quality and tourists'customer competency have positive effects on tourists'willingness to participate in online value co-creation behavior.The innovations of this study are as follows:(1)Try to perceive and unscramble,on the basis of value co-creation and service dominant logic,the online tourists' consumer behavior with a new consumption and production logic.(2)Try to have a theoretical understand towards tourists' online value co-creation behavior.(3)Develop the scale for tourists' online value co-creation behavior and explore the multi-dimension of this construct.(4)Discuss the positive effect and the influential factors of the online value co-creation behavior;try to understand the mechanism of tourists' online value co-creation behavior.The results of this study not only make a few theoretical contributions to the academic filed of online tourism consumption and value co-creation,but also provide some practical insights to the tourism companies and administrative departments.