This study aims to clarify how users'digital capital and social capital influence collaborative value creation behaviors in virtual tourism communities.Through a survey,data on users'digital capital,social capital,and collabora-tive value creation behaviors were collected,and the data were analyzed using a structural equation modeling approach.The results indicate:User digital access is not directly related to their collaborative value creation behaviors;however,digital literacy has a significant positive impact.The accumulation of user digital capital contributes to the continuous growth of their social capital,with digital access and digital literacy having a significant positive impact on structural,relational,and cognitive social capital.User structural and cognitive social capital positively influence their collaborative value creation behaviors,while relational social capital has a negative impact.This research provides theoretical support and practical insights for enhancing collaborative value creation among users in virtual tourism communities.
维普
万方数据