Study on the Influence of User Flow Experience on Value Co-creation in Virtual Tourist Community
The virtual tourist community is an important platform for customers to share their travel experience,obtain travel information and find travel companions,and it is also an important means for enterprises to realize precision marketing.The process of enterprises and customers investing and producing value jointly in virtual tourist community is called value co-creation.However,flow experience,as a positive psychological state of full engagement and focused attention,will affect customer engagement,and then affect the value co-creation.Through the collection and empirical analysis of customer data of virtual tourist community,this paper reveals the influence mechanism of customer flow experience on value co-creation.The results show that internal motivation and external motivation both have significant positive effects on the positive psychological state of users,and the influence of internal motivation is greater.Besides,the positive psychological state of customers and customer engagement have positive impacts on value co-creation.Meanwhile,customer engagement plays a mediating role in the process of flow experience and value co-creation.It is proposed that virtual tourist community enterprises can enhance the motivation of customer's participation,stimulate the positive psychological state of customers,strengthen the relationship between enterprises closely,promote the sustainable development of value co-creation,and then realize the management enlightenment of drainage transaction and precision marketing.
万方数据
维普
