Research On The Continuous Use Intention Of Tourism Virtual Community Based On User Experience

Since the 21st century,with the rapid spread of related knowledge,the number of network users in China is also rising at an alarming rate.The rapid development of the Internet enables people with common interests and backgrounds to interact with each other on the network to form virtual communities.The virtual community is integrated into people's lives with a new way of communication,work and tourism,and has become a new lifestyle for modern people.However,how to retain existing users and encourage them to participate continuously is a great challenge for virtual community builders.Therefore,how to enhance the user experience and attract and accumulate users is of great significance.The research mainly conducts research through the combination of qualitative and quantitative methods.The theoretical basis of this research is reviewed through literature analysis method,and the research summary on tourism virtual community,user experience and willingness to use is elaborated at home and abroad,and the current research is analyzed.The shortcomings point out the direction of this paper.In the aspect of empirical analysis,based on the analysis and summary of the factors affecting the willingness to use the virtual community of tourism,the research variables of this paper are determined.Based on the social exchange theory and S-O-R theory,the influencing factors model of the willingness to use the tourism virtual community is constructed.We study the definition of variables and measurement questions,and then propose research hypotheses.After the model construction and research hypothesis were put forward,the questionnaire design was first carried out,and a small sample questionnaire survey was conducted.On the basis of this modification,the final formal questionnaire was determined,and the statistical analysis software such as SPSS22.0 and AMOS 17.0 was used to describe all kinds of analysises;and finally verify the hypothesis,and put forward feasible suggestions for the development of tourism virtual community based on the research conclusions.The research results show that(1)information experience and interactive experience positively affect perceived usefulness,while entertainment experience has no significant effect on perceived usefulness;(2)three kinds of experience components have significant positive impact on perceived ease of use;(3)user perceived usefulness has a significant effect on the willingness to continue to acquire and the willingness to continue to provide;(4)user perceived ease of use has a significant role in promoting the willingness to continue and the willingness to continue to provide.Combined with research conclusions,we put forward targeted countermeasures and suggestions,including focusing on user experience,improving user perceived usefulness;optimizing website design and enhancing community ease of use;establishing community reward mechanism to encourage users to continue to participate.