Research On The Influence Of Interaction Between Participants In Generation Z Festival Events On Companion Behavior Intention

Companion is a common phenomenon of participating in festival events.With the rapid development of the Internet,the interaction between festival participants is no longer limited to the traditional offline environment.More and more participants are active in the virtual community in order to obtain the latest activity information and find friends to travel together.Compared with other intergenerational groups,Generation Z,who grew up in the network era,is more inclined to conduct personalized social interaction in the virtual community,and extend and develop online friendship with the help of strong connectivity activities such as animation exhibitions as important scenes for offline social interaction.However,most of the previous studies focused on the festival activities.In order to deeply understand the phenomenon of companion travel from virtual space to the real world,it is particularly necessary to theoretically clarify the transition process from online interaction to the generation of partner behavior intention.At the same time,the research on segment groups has become a hot spot at this stage.Generation Z,as a new group of current intergenerational replacement,understanding its social behavior will help drive the festival organizers to produce corresponding marketing products and services.Therefore,this study takes Generation Z as the research object,takes the animation festival virtual community as an example,takes the interaction in the virtual community situation as the research starting point,and further divides the interaction into two dimensions:information interaction and interpersonal interaction according to previous studies.At the same time,the two variables of perceived similarity and trust are included.Based on the revised social impact theory,integrating the internalization and identification process of social impact,the research model of interaction-perceived similarity-trust-partner behavior intention is constructed to try to explain the impact path and internal mechanism of interaction on partner behavior intention.The participants in the virtual community of the Animation Festival were investigated by means of online distribution of questionnaires.A total of 520 questionnaires were collected,112 invalid questionnaires were eliminated,and 408 valid questionnaires were finally obtained.SPSS 26.0 and AMOS 24.0 are used for empirical analysis of the data.The research results show that:(1)Direct effect: interpersonal interaction has a significant positive direct impact on the intention of partner behavior,while the direct impact of information interaction on the intention of partner behavior is positive but not significant.(2)Mediation effect of perceived similarity: perceived similarity has a separate mediation effect in the relationship between information interaction and partner behavior intention,with an effect value of 0.158,accounting for 44.76% of the total effect;There is also a separate intermediary effect in the relationship between interpersonal interaction and partner behavior intention.The effect value is 0.054,accounting for 13.74% of the total effect.(3)Intermediary effect of trust: trust does not have a separate intermediary effect in the relationship between information interaction and partner behavior intention,but there is a separate intermediary effect in the relationship between interpersonal interaction and partner behavior intention,the effect value is 0.064,accounting for 16.28% of the total effect.(4)The chain mediation effect of perceived similarity and trust: perceived similarity and trust have a complete mediation effect in the relationship between information interaction and partner behavior intention,accounting for 16.14% of the total effect;There are some intermediary effects in the relationship between interpersonal interaction and partner behavior intention,accounting for5.09% of the total effect.Finally,according to the research conclusions,it provides reasonable community operation suggestions for the festival organizers,and summarizes the research limitations and future research prospects.