A Study On The Influence Of Tourism Virtual Community On Travel Purchase Decision

With the high-speed development of internet technology,there has been a rapid development of China's online travel booking market.But online travel agencies are facing the problems of tourism product homogeneity and low user viscosity.How to improve core competencies of online travel agencies is a serious problem now.The research on customer interaction has proved the impact on company value and customer value.Interaction is the basic form of value co-creation,and virtual community provide a friendly environment for customer interaction.This study aims to apply the interaction and value co-creation theory to tourism industry,using tourism virtual community as the study object and studying the impact of customer interaction on travel purchase decision,in order to guide the marketing strategies and improving user viscosity for online travel agencies.In this paper,the independent variable,dependent variable,mediation variable and regulated variable are proposed based on the literature review.Through the discussion of the relationship between the variables,we establish the measurement dimensions of the research variables,build the research model and propose the hypothesis.We divided customer interaction into three dimensions:product-information interaction,human-computer interaction,interpersonal interaction.Customer co-created value is divided into practical value,social value,entertainment value.The data is collected by issuing questionnaires online and offline.The preliminary questionnaire was released in order to establish the formal one,and finally 278 valid questionnaires were collected.Using SPSS22.0 for descriptive statistics,reliability,factor analysis,correlation analysis and regression analysis.The findings of this study are as following:Customer interaction in tourism virtual community has positive impact on customer co-created value,and different dimension has various impacts.Co-created value has positive impact on travel purchase decision.Customer interaction has positive impact on travel purchase decision and co-created value has mediation impact.Enterprise control has negative impact on the process of value co-creation.Based on the conclusion of research,the end of the paper proposed some suggestions on promoting customer interaction in tourism virtual communities and improving the value co-creation.At the same time the limitation and future outlook of the research are also discussed.