Purchase Behaviour Of Members In Virtual Travel Community Based On Involvement Theory

The development of information technology is summoning network era's oncoming.Under the backgroud of Internet booming and independent travel becoming popular,virtual travel community----a kind of new information chanel is emerging in tourism.And it's playing more and more important role in travelers' decision-making.Also with the impact of virtual travel community on potential travel market,marketing in virtual travel community turns into an essential part of tourism enterprises' business.As a result, comprehending the behaviour of members in virtual travel community and discussing how can the tourism enterprises market effectively,is a signifcant topic in tourism research area.By inducting involvement theory which was quite mature in Customer Praxiology,the study explored the relationship among members' involvement,participation and purchase behaviour. A model was constructed and empirically tested with Structural Equation Modelling(SEM).The results demonstrated the positive impact resulting from involvement as well as participation on purchase behaviour members' involvement impacted postively on searching paticipation interactive paticipation,purchase intention,and it acted on purchase behaviour through the variables.In addition, searching paticipation influenced interactive paticipation positively.Finally,the paper analyzed the marketing activity of tourism enterprises in virtual travel community,and provided some suggestion for deepen marketing activity as well as improving marketing performance.