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Research on the Influence of User Interaction of Tourism Virtual Community on Purchase Intention

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Proceedings of the Thirteenth International Conference on Management Science and Engineering Management (ICMSEM 2019)

Part of the book series: Advances in Intelligent Systems and Computing ((AISC,volume 1002))

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Abstract

Based  on the development trend of “Tourism + Internet” deepening integration, the tourism virtual community has become an important platform to interact for community members. Based on the multi-dimensional user interaction perspective of product information interaction, human-computer interaction and interpersonal interaction, this paper studies the influence of user interaction of tourism virtual community on purchase intention. The empirical results show that: (1) The user interaction of tourism virtual community plays a positive role in the purchase intention, and the influence of interpersonal interaction is the deepest; (2) Product information interaction and interpersonal interaction in user interaction have a significant positive impact on consumer trust, while the impact of interpersonal interaction is not significant; (3) Consumer trust has a significant positive impact on purchase intention. Therefore, the research results are of great significance for guiding the user interaction of tourism virtual communities, and provide the theoretical basis for enhancing consumers’ intention to purchase and network marketing of tourism enterprises.

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Acknowledgment

This paper is supported by the Shaanxi Province Social Science Fund (No. 2016R015) and Research on Promoting to Construct Powerhouse by Cultural Coriented Tourism-Based on Customer Marketing (No. 2016R015).

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Authors and Affiliations

  1. Faculty of Economy and Management, Xi’an University of Technology, Xi’an, 710054, People’s Republic of China

    Jingdong Chen & Jingwen Qiao

Authors
  1. Jingdong Chen
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  2. Jingwen Qiao
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Corresponding author

Correspondence to Jingdong Chen .

Editor information

Editors and Affiliations

  1. Business School, Sichuan University, Chengdu, China

    Jiuping Xu

  2. Department of Mathematics and Statistics, Brock University on McMaster, Hamilton, ON, Canada

    Syed Ejaz Ahmed

  3. Department of Management, Monash University, Melbourne, VIC, Australia

    Fang Lee Cooke

  4. Academy of Sciences of Moldova, Chisinau, Moldova

    Gheorghe Duca

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Chen, J., Qiao, J. (2020). Research on the Influence of User Interaction of Tourism Virtual Community on Purchase Intention. In: Xu, J., Ahmed, S., Cooke, F., Duca, G. (eds) Proceedings of the Thirteenth International Conference on Management Science and Engineering Management. ICMSEM 2019. Advances in Intelligent Systems and Computing, vol 1002. Springer, Cham. https://doi.org/10.1007/978-3-030-21255-1_10

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