Research On Customer Value Co-creation Intention Of Online Travel Community: From A Perspective Of Embeddedness

With the rapid development of information and communication technology and mobile technology,online social media have fundamentally expanded human activities,deepen interaction scope and changed interaction mode,generating online travel community as a highquality "place" for customer to carry out value co-creation activities.Apart from that,customer value co-creation is the key to the formation of a win-win situation for individuals,enterprises and communities.Besides,the particularity of tourism industry make customer value cocreation an inherent requirement.However,in the social network of online travel community,the interaction is dynamics because of various elements,such as members' diversity,situations' speciality,which makes management of customer value co-creation a particularly challenging problem faced by scholars and practitioners.Based on the four theoretical foundations of group dynamics theory,social capital theory,value co-creation theory and S-O-R theory,this paper from the perspective of embeddedness,conducting an empirical study on the customer value co-creation willingness of online travel communities by using diversification analysis method,and carry out an empirical study on the customer value co-creation intention of online travel communities,which takes network embeddedness as independent variable,community identity as mediating variable,and customer value co-creation intention as the dependent variable.Based on the results of theoretical research,the representative online travel communities such as Ctrip,Qyer,Honeycomb are selected as the research objects.First-hand data are collected in the way of online questionnaire.Mathematical and statistical tools,such as SPSS24.0 and AMOS24.0 are used for data analysis.The paper optimize the measurement scale of customer value co-creation intention.The rationality of the model and the relationship between variables are verified.The initial model is modified and the final research model is obtained.The results show that:(1)In the context of online tourism community,network embeddedness can be divided into four dimensions: cognitive embeddedness,relational embeddedness,structural embeddedness and normative embeddedness;(2)Cognitive embeddedness has a positive and significant impact on customer value co-creative intention,cognitive identity,emotional identity and evaluative identity;(3)Relational embeddedness has a positive and significant impact on customer value co-creative intention and cognitive identity,emotional identity and evaluative identity;(4)Structural embeddedness has a positive and significant influence on cognitive identity,emotional identity and evaluative identity,while it has no significant influence on customer value co-creation intention;(5)Normative embeddedness has a positive and significant impact on cognitive identity and emotional identity,but has no significant impact on evaluative identity and customer value co-creation intention;(6)Community identity has a mediation effect in the relation between nerwork embeddedness and customer value co-creation intention.Based on the empirical research conclusions,the following suggestions are put forward for enterprises to promote the emergence of customer value co-creative intention of online travel communities:(1)Enhancing cognitive embeddedness by creating a unique identity of the community;(2)Ensuring relational embeddedness by creating a harmonious community atmosphere;(3)Mining structural embeddedness by formulating personalized operation plans;(4)Laying stress on norms embeddedness by giving full play to the role of community etiquette.