A Study On Virtual Community User’s Value Co-creation Behavior In The "Stories Of Shanghai Architecture"

“Stories of Shanghai Architecture” is an important measure to implement the deep integration of historical and cultural heritage and tourism.In 2021,it will enter the stage of digital transformation,begin to cooperate with high-traffic digital platforms,and call on all people to participate.In the era of the Internet economy,the development of social media has fundamentally changed the scope of people’s interaction and communication.Users are not only recipients of information,but also producers and transmitters of content.Users search for destinations through virtual communities before traveling.information,and will also share what they saw,heard and felt on the virtual community after the tour.As the main body of the virtual community,the users’ spontaneous participation,recommendation,feedback,help and other behaviors can effectively increase the traffic and revenue of “Stories of Shanghai Architecture”.Therefore,it is of great significance to study the influencing factors and mechanism of user value cocreation behavior in virtual communities for the transformation and development of the activity.Based on this background,based on "S-O-R",this study constructs an integrated model of the antecedents,benefit perception and inter-outcome mechanism of user participation in value creation in the virtual community environment,that is,the theoretical model of "virtual community characteristics-perceived interest-value cocreation behavior",and puts forward hypotheses based on this.Since "Building Readable" has a certain basis for dissemination in Virtual communities.The users were selected as research objects,and 303 valid questionnaires were collected through questionnaire surveys,and SPSS and AMOS were used to process and analyze the collected data,and the influence between various research variables was empirically tested.The conclusions show that:(1)the informational characteristics of the virtual community have a significant positive impact on the user’s perception of hedonic interests,while the interactive characteristics and ease of use of the virtual community have a significant positive impact on the user’s perceived interests(hedonistic interests,social and self-achievement interests,learning benefits);(2)The perceived interests of users(hedonistic interests,social and self-achievement interests,learning interests)have a significant positive impact on value co-creation behavior.According to the conclusions of the study,suggestions are made from the following two aspects,from the perspective of virtual communities: optimizing the community environment and broadening the channels of interaction,and from the perspective of historical buildings: meeting the needs of the experience and providing high-quality content.In this way,it meets the needs of user interests and promotes users to create value.