社交媒体情境下旅游者情绪分享的动机和作用机制研究

It appears that sharing tourism information on social media has become an important communication style for people along with the expansion of mass tourism and internet application. How do emotional factors perform in the sharing process is still uncertain. This empirical research aims to investigate motivation and functional mechanism in tourist social sharing of emotion on social media, whose purpose is to build a theoretical framework: social sharing of emotion-emotion contagion-emotional regulation. This study contains three parts: firstly, with content analysis, features of social sharing of emotion, which are produced by tourists in different types of social media, will be discussed. Motives that drive tourists sharing behaviors will be identified. And then, reasons on what develop the differences will be explained. Secondly, with the perspective of emotion contagion, the study will conduct multi-group contrast experiment to investigate how information senders with a variety of emotional types and degrees influence the receivers’ cognitive and emotion. Furthermore, how different personal characteristics of sender and receiver play as moderators in such a process. Thirdly, with the perspective of emotion regulation, the study analyzes how receivers realize emotion regulation in a series of behaviors online and offline. The research will contribute a theory as to emotional mechanism on social media. It can be applied into accurate marketing tactics with managing emotional factors.

随着互联网的普及和大众旅游的兴起，社交媒体中个人旅游信息分享成为社交沟通的重要方式，但情绪因素如何在该过程中发挥作用尚不明确。本课题基于个体微观层面的视角，采用实证方法构建“情绪分享-情绪感染-情绪调适”的理论框架来解释社交媒体情境下旅游者情绪分享的动机及其作用机制。主要内容包括：①利用文本分析方法，从个人动机的视角，探讨不同类型社交媒体中旅游者情绪分享的不同形式和特点，厘清产生这种现象背后的不同动机，并明晰造成这种差异的原因；②采用多组对比实验法，从情绪感染的视角，研究旅游者分享的不同类型和强度的情绪如何对接收者的认知和情绪产生影响，并探讨分享者和接收者的个人特质在该过程中的调节作用；③从情绪调适的角度，分析情绪接收者如何通过不同的线上和线下行为来调节自我感知。该研究对揭示情绪因素在社交媒体中的作用规律有重要意义，为企业激发、引导和利用情绪因素进行个性化、精准化营销提供了理论依据。

在新媒体兴起的背景下，个人旅游信息分享成为社交沟通的重要方式。本课题采用实证方法构建“情绪分享-情绪感染-情绪调适”的理论框架来解释社交媒体情境下旅游者情绪分享的动机及其作用机制。主要内容包括：①围绕“信息发布者为什么会产生情绪分享行为”这一问题，从个人动机的角度，研究不同社交媒体中情绪分享的不同形式、特点和动机，以及造成这种差异的原因；②围绕“信息发布者如何影响信息接收者的认知和情绪”这一问题，从情绪感染的角度，研究不同类型和强度的情绪如何对接收者产生影响，并探讨双方个人特质在该过程中的作用；③明确情绪在旅游者信息传播过程中扮演的角色，探寻如何激发、引导和利用情绪因素的方法，从而为企业利用社交媒体进行个性化和精准化营销提供有效途径。