Research On Online Interpersonal Trust In Tourism Virtual Community From The Perspective Of Social Presence

Nowadays,with the rapid development of information technology,tourism virtual community not only plays the role of information dissemination and exchange,but also becomes a new tool for people to organize tourism activities.Communication and interaction in the Internet virtual space characterized by agglomeration and isolation,through fragmentation of information dissemination,generates a cohesive network of interpersonal trust.However,due to the virtuality of the network,the trust between community users is much weaker than that of offline communities,and it is also more difficult to establish.The development of the whole virtual community will be severely restricted by the loss of the trust base of the network community.Therefore,it is necessary to study the influencing factors of network interpersonal trust in tourism virtual community and how to build a high degree of trust network community.Based on the perspective of social presence,this study takes Honeycomb's "companion,community as an example to explore the formation of network interpersonal trust in the tourism virtual community,including the characteristics of community users,the status quo of trust level,the formation mechanism,path and type,and the integrated model.Through the research,it is found that the formation of interpersonal trust in tourism virtual community network is based on the two important roles of "trusted object" who organizes group outings online and "trusted person,who pays attention to the activity sector.The formation of group outings is facilitated by role playing through Internet communication symbols.This study investigates and evaluates the credibility of "trusted objects,through reputation of network organizations,experience and familiarity with network organizations.Under the guidance of social presence theory and network interpersonal trust measurement scale,a questionnaire survey is conducted on the social presence perception and network interpersonal trust perception of trusted persons.The research finds that the trusted objects show their credibility by revealing their own social clues.The trusted people have a higher level of social presence and network interpersonal trust perception.Social presence can promote network interpersonal trust.Specifically,cognitive social presence can promote network interpersonal trust more significantly.Conscious social presence and emotional social presence can not promote network interpersonal trust.Remarkable.Cognitive trust has a significant positive impact on emotional trust.Cognitive trust has a significant mediating effect between social presence and emotional trust.