Purpose

Consumer co-creation is a relational process through which consumers’ experiences, resources and knowledge are exchanged. This study aims to investigate the indirect effects of social capital on consumer co-creation behaviors, especially citizenship behaviors, through psychological ownership.

Design/methodology/approach

A survey was designed to measure social network, trust and shared vision, psychological ownership and citizenship behaviors; it was completed by 527 users of the Ctrip. Using data from the survey, a PLS model was constructed to depict the relationships between the key variables.

Findings

The results showed psychological ownership mediated the relationship between social capital and citizenship behaviors. Specifically, the chain-mediating effects of social capital dimensions (i.e. social network, shared vision and trust) on citizenship behaviors through psychological ownership were validated.

Practical implications

The rise of social media as a platform for consumer co-creation calls for a fundamental rethinking of traditional approaches to collaboration between companies and consumers. This study offers several suggestions for tourism companies to better engage with consumers on social media platforms.

Originality/value

This study extends current research by introducing social capital theory as a theoretical foundation for exploring tourism social media and determining the mediating role of psychological ownership between social capital and citizenship behaviors.

中文翻译：

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旅游社交媒体上的社会资本与消费者共创行为：心理所有权的中介作用

目的

消费者共同创造是一个消费者经验、资源和知识交换的关系过程。本研究旨在通过心理所有权探讨社会资本对消费者共同创造行为，特别是公民行为的间接影响。

设计/方法论/途径

一项调查旨在衡量社交网络、信任和共同愿景、心理所有权和公民行为；由527名携程网用户完成。使用调查数据构建了 PLS 模型来描述关键变量之间的关系。

发现

结果表明，心理所有权调节社会资本与公民行为之间的关系。具体来说，社会资本维度（即社交网络、共同愿景和信任）通过心理所有权对公民行为的链式中介效应得到了验证。

实际影响

社交媒体作为消费者共同创造平台的崛起，要求对公司与消费者之间的传统协作方式进行根本性的重新思考。这项研究为旅游公司在社交媒体平台上更好地与消费者互动提供了一些建议。

原创性/价值

本研究通过引入社会资本理论作为探索旅游社交媒体并确定心理所有权在社会资本与公民行为之间的中介作用的理论基础，扩展了当前的研究。