行为推理理论视角下的在线旅游平台用户价值共创意愿研究

A Study on Users’ Value Co-Creation Willingness of Online Travel Platform under the Perspective of Behavioral Reasoning Theory

摘要: 数字经济背景下，在线旅游平台迅速崛起并占领市场，并受到越来越多的消费者的青睐。共享经济的发展促进了价值共创理念的演进，在线旅游服务平台不再是价值的唯一创造者，用户也从被动接受服务的角色转变为积极参与其中。用户的价值共创意愿是具有行为过程性的。因此，本文基于行为推理理论探讨在线旅游平台用户价值共创意愿的影响因素及作用机制。本研究基于419份有效样本，运用结构方程模型对所建模型展开分析，研究发现：1) 行为推理理论有效地解释了用户价值共创意愿的驱动机制。用户的创新价值观显著影响其对在线旅游服务平台的用户认同、采纳理由和拒绝理由。用户认同显著影响用户价值共创意愿；2) 产消者能力在用户认同与价值共创意愿之间具有调节作用。当用户的产消者能力水平较低时，用户认同对价值共创意愿的正向作用更显著。本研究不仅拓展了行为推理理论的应用场景，为研究用户价值共创意愿提供了新视角，而且为在线旅游服务平台如何激发用户价值共创意愿提供了参考。

Abstract: In the context of the digital economy, online travel platforms are rapidly emerging and taking over the market, and are favored by an increasing number of consumers. The development of the sharing economy promotes the evolution of the concept of value co-creation, online travel service platforms are no longer the only creators of value, and users have changed their role from passive recipients of services to active participants. Users’ willingness to co-create value is behavioral in nature. Therefore, this paper explores the factors and mechanisms that influence users’ willingness to co-create value on online tourism platforms based on behavioral reasoning theory. Based on 419 valid samples, this study analyzes the constructed model using structural equation modeling, and finds that: 1) Behavioral reasoning theory effectively explains the driving mechanism of users’ willingness to value co-creation. Users’ innovation values significantly affect their user identification, reasons for adoption and reasons for rejection of online travel service platforms. User identification significantly affects users’ willingness to value co-creation; 2) consumer-producer capability has a moderating role between user identification and willingness to value co-creation. The positive effect of user identification on value co-creation intention is more significant when the level of user’s consumer-producer capability is low. This study not only expands the application scenarios of behavioral reasoning theory and provides a new perspective for researching users’ willingness to value co-creation, but also provides a reference for online travel service platforms on how to stimulate users’ willingness to value co-creation.