中文摘要：

鉴于网络用户易转移性使得旅游网站用户粘性普遍不高,以旅游虚拟社区为背景,自我决定理论及四层次消费者认知结构模型为基础,结合半结构式访谈及情境问卷深入探讨用户参与对网络用户忠诚的作用机理,并试图打开虚拟社区归属感及服务个人价值在其中的影响黑箱。研究发现：参与广度对用户忠诚存在倒“U”形影响;归属感分别对参与广度、深度与忠诚的关系有显著调节作用。安宁生活价值和社会融合价值在用户参与与忠诚间存在显著中介作用;虽然社会认同价值与忠诚存在相关关系,但对用户参与与忠诚关系的中介作用不显著。因此,旅游企业可以适时引导用户参与,强化用户影响力,并根据不同用户类型进行粉丝营销。

英文摘要：

Recently, the importance and implication of user involvement and tourism virtual community have been stressed in the marketing research priorities. To solve the problem of users＇ low stickiness caused by easy transferability that characterizes most virtual communities, and to discover a better explanation of user loyalty, this study addresses three questions： 1） is more user involvement better, 2） does more involvement mean deeper involvement, and 3） what kinds of unique factors will influence the relationship between involvement and loyalty？ Using tourism virtual community as background, we explore the influence of user involvement on user loyalty based on self-determination theory, customer loyalty theory and consumer four-level cognitive structure model. In order to correspond to the research background, the unique perspective of service personal values and sense of virtual community are chosen as entry points. Firstly, combining literature review and semi-structured interviews, we design a 2 （mode of user involvement： passive vs. active） ; 2 （breadth of user involvement： low vs. active） ; 2 （depth of user involvement： low vs. high） ＋ 2 （mode of user involvement： passive vs. high） between-subjects factorial design. In the 8 scenarios, the three dimensions of user involvement are manipulated. Secondly, in order to improve subjects＇ understanding of the scenarios and make the differences among these scenarios more significant, 19 graduate students were selected to conduct two pre-tests within 8 scenario-based questionnaires. Thirdly, a pre-survey of 32 college students was conducted to test the effectiveness of manipulation, and the reliability and validity of the scales. Lastly, 323 valid scenario-based questionnaires from online and offiine were collected to carry on data analysis with SPSS 21.0. Results suggest that： （1） breadth of involvement has an inverted U-curve effect on network user loyalty, while depth and mode of involvement have positive influences. ?