Guan Biyu, Chen Haiquan, Liu Yunhao, Liu Rui, Wu Ailing
School of Management, Jinan University, Guangzhou, China.
Business and Economics, University of Delaware, Newark, NJ, United States.
Front Psychol. 2022 Aug 15;13:991009. doi: 10.3389/fpsyg.2022.991009. eCollection 2022.
Online traveling community is initiated by companies, but its survival is inextricably linked to consumer citizenship behavior (e.g., out-group recommendation, in-group helping, and inward response). The majority of researches have investigated consumer behavior of brand community such as consumer satisfaction, brand loyalty, and purchase intention. A few scholars try to explore consumer behaviors beyond the purchase, like participation, which was concerned as the value co-creation. However, the value co-creation of the community should depend on consumers' citizenship behaviors instead of their pure participation. Therefore, this study empirically examines the effect of consumer interaction on consumer psychology and citizenship behaviors of the online travel community. The findings demonstrated that consumer interaction facilitated participants' self-identity and their perceived social support, which enhanced their community identification and thus their citizenship behaviors. Furthermore, the motivation of participation plays a moderator in this process. Specifically, symbolic motivation moderates the relationship between consumer interaction and their self-identity, while utilitarian motivation moderates the effect of consumer interaction on their perceived social support. These findings contributed to the intervention of consumer citizenship behavior in online traveling community and provide insights into the management of the online travel community from the perspective of the value co-creation.
在线旅游社区由公司发起，但其生存与消费者公民行为（如群体外推荐、群体内帮助和内向回应）有着千丝万缕的联系。大多数研究调查了品牌社区的消费者行为，如消费者满意度、品牌忠诚度和购买意愿。一些学者试图探索购买行为之外的消费者行为，如参与，它被视为价值共创。然而，社区的价值共创应取决于消费者的公民行为而非单纯的参与。因此，本研究实证检验了消费者互动对在线旅游社区消费者心理和公民行为的影响。研究结果表明，消费者互动促进了参与者的自我认同和他们感知到的社会支持，这增强了他们的社区认同感，进而增强了他们的公民行为。此外，参与动机在这一过程中起调节作用。具体而言，象征动机调节消费者互动与其自我认同之间的关系，而功利动机调节消费者互动对其感知到的社会支持的影响。这些发现有助于对在线旅游社区中消费者公民行为的干预，并从价值共创的角度为在线旅游社区的管理提供见解。
