Research On The Influence Of Trust-based Tourism Virtual Community Quality On Member Behavioral Intention

Quality and trust,as the two key factors that study the behavior characteristics of tourism virtual community,not only play a role alone,but also have a certain interaction effect.Therefore,the quality,trust and behavioral intention of the tourism virtual community are put under a unified research frame,and the influence of quality and trust on behavioral intention is analyzed comprehensively,which has become a research issue of academic concern.The research takes the domestic famous tourism virtual community “Ctrip community” as a case.Based on the thoroughly literature review,seven hypothesis are raised,and theoretical model is constructed.Secondly,adopting the network questionnaire to collect the research data,then an empirical study is conducted and the finds indicated that:(1)information quality,system quality and service quality of the tourism virtual community have direct and significant influence on member behavioral intention;(2)in the tourism virtual community,Trust has a direct and significant impact on member behavioral intention;(3)on the whole,the information quality,system quality and service quality of the tourism virtual community have direct influence on member behavioral intention,and the trust plays some mediating role.Finally,according to the statistical analysis results,the conclusions of this study are drawn,and the corresponding management inspirations are presented from the perspective of the tourism virtual community managers and community members.At the same time,the insufficiency of this research is pointed out,and the direction for the future research is pointed out.