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Keywords: 、生态旅游
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Journal Articles
Journal:
Spanish Journal of Marketing - ESIC
Spanish Journal of Marketing - ESIC (2023) 27 (3): 324–347.
Published: 25 May 2023
...Laura Hernández-López; Salvador Del Barrio-García; Maria Belen Prados-Peña 目的 本研究的主要目的是考察数字生态旅游平台上的价值共同创造（VCC）过程, 以及感知平台有用性和用户参与行为在该过程中的作用。该研究还试图确定生态旅游者的类型在多大程度上调节了VCC。 方法 一个数字生态旅游平台的420名用户参与了一项研究, 分析影响价值共同创造的因素。使用调解、调节和条件过程分析来检验所提出的假设。还使用了K-均值聚类分析, 将生态旅游者分为4组。 研究结果 结果显示, 感知的平台有用性对VCC的产生有很大影响, 也对用户...
