Research On Online Sharing Behavior Of Post-90s Tourists Based On Theory Of Reasoned Action

With the popularity of the Internet and mobile intelligent terminals,the era of self-media has arrived,and the traditional marketing methods of tourism industry cannot meet the needs of the living environment of enterprises,so it is urgent to change.With the help of social media platform,guiding tourists' online sharing content and creating a "hot spot" of consumption have the advantages of low cost,quick effect and good publicity effect.The post-90s group grew up in the era of the Internet surge.Travel is one of the most important attitudes of life for post-90s,so it has great potential for tourism consumption.Therefore,it is of great practical significance to study the online sharing behavior mode of post-90s tourists and guide the online sharing behavior of post-90s tourists in order to serve the marketing field of tourism enterprises.Based on the rational behavior theory,this study introduced Perceived Flaunt to expand the Perceived Dimension,and increased the influencing factors of the online sharing intention,and finally determine the seven dimensions that affect the online sharing intention.At the same time,the demographic characteristics,the average daily Internet using time and the average number of trips per year are added as the control variables of the model,and finally a preliminary online sharing behavior model for post-90s tourists is formed.According to the model,on the basis of the existing literature and theory,this paper puts forward the research hypothesis and designs the questionnaire.With the help of SPSS 19.0 and AMOS23.0,data analysis and hypothesis test were carried out on the collected questionnaire data,and the model was revised.Conclusion:The influence of Perceived Playfulness(PP),Social Influence(SI),and System Quality(SQ)have significant positive effects on the Online Sharing Intention(OSI).Perceived Ease of Use(PE),Perceived Usefulness(PU),Perceived Flaunt(PF),although they have no significant positive effects on Online Sharing Intention(OSI).However,Perceived Usefulness(PU)and Perceived Playfulness(PP)have significant positive and bidirectional effects.Perceived Flaunt(PF)and Social Influence(SI)had significant positive bidirectional effects,while Perceived Ease of Use(PE)and System Quality(SQ)had significant positive bidirectional effects.Based on this,the online sharing behavior model of post-90s tourists is obtained.According to the above conclusions,this paper chooses the post-90s tourists' tourism experience from WeChat moments as the case study object to carry on the application research to the model.Firstly,this paper analyzes the time dimension,space dimension,photo dimension and text dimension of the dynamic content of tourists sharing,and summarizes the characteristics of online sharing behavior of post-90s tourists.Secondly,with the help of BDP data visualization software to draw the key word cloud diagram of the dynamic content of tourism,which reflects the influence factors of the online sharing intention is drawn to verify the validity of the influencing factors proposed by the model.Finally,according to the above analysis,the management measures to guide the post-90s tourists' online sharing behavior are put forward:providing moderate rewards,presenting interesting contents,arousing the empathy of the post-90s and satisfying the flaunt desire of the post-90s.