从焦虑到归属：旅游者对生成式AI持续使用意愿的形成机制研究——基于SEM与fsQCA的混合分析

From Anxiety to Belonging: A Study on the Formation Mechanism of Tourists’ Willingness to Continue Using Generative AI—A Mixed Analysis Based on SEM and fsQCA

摘要: 在数字化转型背景下，生成式AI正深度介入旅游决策过程，但旅游者如何从初期焦虑驱动的被动使用转向归属感驱动的主动持续使用，其内在心理机制仍是一个待解的理论黑箱。本研究整合价值共创理论与心理所有权理论，构建了以错失恐惧(FOMO)为自变量、持续使用意愿为因变量、共创意向与心理所有权感为复合中介变量的链式中介模型，旨在揭示旅游者“从焦虑到归属”的心理演变路径。采用结构方程模型(SEM)与模糊集定性比较分析(fsQCA)的混合方法，基于400份有效问卷数据进行实证检验。SEM结果表明，FOMO不仅直接正向影响持续使用意愿，更通过三条间接路径发挥作用：共创意向的独立中介、心理所有权感的独立中介，以及“共创意向→心理所有权感”的链式中介，完整勾勒出从焦虑情绪到共创行为、再到心理占有与情感归属的传导链条。fsQCA组态分析进一步识别出三条高持续使用意愿的等效路径(共创意向–心理所有权协同驱动型、FOMO-心理所有权联动驱动型、共创意向独立驱动型)与一条低意愿组态，揭示了多因素并发驱动的复杂因果机制。研究发现拓展了技术采纳理论的情感解释维度，将价值共创与心理所有权理论延伸至人机交互情境，并为旅游AI平台的用户留存与体验设计提供了可操作的组合策略。

Abstract: In the context of digital transformation, generative AI is deeply involved in the tourism decision-making process. However, the intrinsic psychological mechanism of how tourists transition from passive use driven by initial anxiety to active and sustained use driven by a sense of belonging remains a theoretical black box that needs to be solved. This study integrates value co-creation theory and psychological ownership theory to construct a chain mediation model with fear of missing out (FOMO) as the independent variable, continued use intention as the dependent variable, and co-creation intention and psychological ownership as the composite mediating variables. The aim is to reveal the psychological evolution path of tourists “from anxiety to belonging”. Using a mixed method of structural equation modeling (SEM) and fuzzy set qualitative comparative analysis (fsQCA), empirical testing was conducted based on 400 valid questionnaire data. The SEM results indicate that FOMO not only directly and positively affects the intention to continue using, but also plays a role through three indirect pathways: independent mediation of co-creation intention, independent mediation of psychological ownership, and chain mediation of “co creation intention → psychological ownership”, fully outlining the transmission chain from anxiety emotions to co-creation behavior, and then to psychological possession and emotional belonging. The fsQCA configuration analysis further identified three equivalent paths of high sustained use intention (co-creation intention-psychological ownership collaborative driving type, FOMO psychological ownership linkage driving type, co-creation independent driving type) and one low intention configuration, revealing a complex causal mechanism driven by multiple concurrent factors. The research found that the emotional interpretation dimension of technology adoption theory has been expanded, extending the theory of value co-creation and psychological ownership to human-computer interaction scenarios, and providing actionable combination strategies for user retention and experience design on tourism AI platforms.