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Antecedents driving the different levels of behavioral engagement in online travel communities

机译：推动在线旅游社区中不同层次的行为参与的前因

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With the rapid development of online travel communities, understanding the determinants of users' engagement with the online travel communities is critically important for researchers and practitioners.The purpose of this study is to understand which environmental cues drive the engagement behaviors.Specifically, by using a rich data set from a large travel knowledge sharing website and seemingly unrelated regression model, we investigate and compare the antecedents leading to two different behavioral engagements including liking and social interaction.We find that information-, source-,and social interaction-level cues are associated with these behavioral engagements.The results also demonstrate the differential effectiveness of these cues between these two engagement behaviors.Our empirical findings provide theoretical and practical implication for online travel community operators to build a vibrant and successful online travel community.
机译：随着在线旅游社区的快速发展，了解用户与在线旅游社区互动的决定性因素对于研究人员和从业人员至关重要。我们从大型旅行知识共享网站上收集了丰富的数据集，并且建立了看似无关的回归模型，我们调查并比较了导致两种不同的行为参与（包括喜好和社交互动）的前因。我们发现信息，源和社交互动层面的线索是结果还证明了这两种参与行为之间这些线索的有效性不同。我们的实证研究结果为在线旅游社区运营商建立一个充满活力和成功的在线旅游社区提供了理论和实践意义。

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