| On the trend of short video of travel,short video characterized by "short,new,fast and strange" provides users with an immersive experience across time and space constraints.For users,the online travel community provides not only functional value such as information and knowledge for making purchasing decisions but also social value for users.Users can find like-minded travel companions,share their travel experiences,offer advice and support to other users,build and maintain social relationships,and experience a sense of community and social acceptance.Tourism enterprises will work together with the local Culture and Tourism Bureau to promote the destination comprehensively through the promotion of cultural cities,the immerse experience of TikTok masters,and the TikTok version of city short films.It is a new model for tourism marketing to embed the propaganda into the audio-visual and fragmented network life and to take the short video produced and distributed by users as a new sharp weapon of marketing.While user engagement and help on the platform can create value together,users do not always feel positive emotions when using the platform.The redundant information and complicated system function in the community will lead to the loss of time and energy,the decrease of perceived value,and the feeling of exhaustion.Therefore,paying attention to the user experience and behavior of the online travel community has become a challenge that the industry must be faced.Most of the existing research focuses on one segment or single emotion of a short video,ignoring the complicated emotional experience of users and the cause and effect of the experience.To fill this gap,this study analyzes the process of user experience perception,emotional response,and behavior performance from the two perspectives of enabling and inhibiting mechanism.In addition,the current research in the study of user citizenship behavior as a single dimension ignores the differences between their behaviors.This research has made a different discussion to the Citizen Behavior Subdivision degree.Specifically,this study focuses on the travel communities on short video platforms such as TikTok,Kwai,Red Booklet,Volcano,Wesee,Watermelon,etc.This paper discusses the mechanism of inducing and restraining citizen behavior in the online tourism community.The citizenship behavior of the outcome variable is divided into four dimensions:feedback,advocacy,help,and tolerance.In the enabling mechanism,quasi-social interaction is subdivided into three dimensions:identification with members,interest in members,and problem-solving ability,with emotional attachment as an intermediary variable,based on the positive emotional reaction caused by positive cognition,this paper probes into the influence of positive cognition on citizenship behavior.In the inhibiting mechanism,sensory overload is subdivided into three dimensions:information overload,system functional overload,and social overload,and social network fatigue is taken as an intermediary variable,to explore the impact on civic behavior.By constructing the structural equation model,the two mechanisms are tested.The results show that each dimension of quasi-social interaction has different effects on emotional attachment.Different sub dimensions of perceived overload have different effects on fatigue.The effects of emotional attachment and fatigue on civic behavior are different in nature and degree.Emotional attachment plays an intermediary role between the sub-dimensions of quasi-social interaction and civic behavior,and fatigue plays an intermediary role between system functional overload,information overload,and tolerance behavior.The results of the mean comparison analysis show that the degree of perceived overload of users with a bachelor’s degree or above is lower in the online travel community.The mean values of quasi-social interaction,emotional attachment,and citizenship behavior were higher in the older age group. |
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