The Impact Of Virtual Social Capital Based On The Tam Model On The Adoption Of User Information In The Tourism Community

With the development of information technology,more and more people with common topics use the Internet to exchange information and share knowledge.As a new network communication channel,virtual community has become an important way for people to obtain information,share ideas and opinions,and realize resource sharing.It has changed people’s way of life and provided a convenient online environment for people.Based on TAM model,this paper studies the influence of social capital in tourism community on user information adoption,and carries out empirical research and in-depth analysis on the role of sub-factors under the dimension of virtual social capital in tourism community.By studying mature theories and relevant literature,this paper summarizes and develops five factors that influence the information adoption behavior of tourism community users under three dimensions of virtual social capital,and adds the perception of usefulness and ease of use in TAM model as intermediary variables,and uses amos24.0statistical analysis to conduct path analysis.The results show that reciprocity,trust,common interest and concept identification have significant positive effects on information adoption behavior under virtual social capital.The direct influence of structural capital on user information adoption in tourism virtual community is not obvious(significance: 0.887).When the usefulness perception and ease of use perception in the information adoption model are introduced as the mediating variables,the path changes.Among them,interactive relevance,reciprocity,trust and common interest all have significant positive effects on perceived information usefulness,while concept identification(significance 0.142)in cognitive capital has no significant path coefficient on information usefulness.Interaction correlation,reciprocity,trust and concept identification all have significant positive effects on perceived ease of use,while the path coefficient of perceived ease of use is not significant for common interest pair of cognitive capital(significance: 0.675).The usefulness of perceived information has a significant positive influence on information adoption behavior,with an influence coefficient of0.261.The perceived information ease of use has a significant positive influence on information adoption behavior,with an influence coefficient of 0.197.The research on the virtual social capital of tourism community puts forward a new perspective and direction for the management and operation of various tourism communities.For example,the platform’s incentive system provides users with a sense of reciprocity that can be monetized in a variety of ways to increase user stickiness and dependency,thereby increasing application conversion rates.Increase the usefulness and ease of use of tourism community to meet user needs.With the support of big data,intelligent recommendation of products and services can make their extension products more attractive in the highly competitive tourism market.In addition,focus on community content ecology,improve user information services.So that high-quality content can radiate to more users to participate in reading,so that content seekers and producers have different experience in other tourism communities,forming information dependence.