摘要
网络技术的发展突破了时间与空间的界限，也为在线旅游社群的发展带来
变革。对于在线旅游社群的运营者而言，建立并维持社群的发展面临着机遇与
挑战。一方面，基于旅行相关的共同兴趣爱好的成员聚集在社群中，进行着旅
游相关信息的搜寻、经验的分享或寻找旅伴等活动。社会资本的关系网络一旦
建立，就会引发更多的参与和忠诚度，也促进社群的持续发展，为旅游产品供
应商提供了口碑传播的机会。而另一方面，在线社群中的“潜水”与“搭便车”
行为的问题突出，影响了社群的凝聚力与持续发展。因此，为了促进在线旅游
社群成员积极参与，减少社会惰化行为，本研究将从社会资本、社群认同和社
群参与便捷性进行探究

本研究基于社会资本理论的视角，首先对在线旅游社群中社会资本与社群
成员的社会惰化行为的关系模型进行扩展，将社会资本的结构性、关系性、认
知性维度纳入模型，并提出了社群认同、社群参与便捷性对二者之间关系的影
响。其次，结合理论模型完成调查问卷的设计，在拥有活跃用户成员的在线旅
游社群中发放和回收到 431 份有效问卷。然后，借助 SPSS 20.0 统计软件，运
用相关分析、多元线性回归分析与层次回归分析等统计方法，对社会资本与社
会惰化的关系，以及社群认同、社群参与便捷性对二者之间关系的调节效应进
行实证检验

实证分析的结果表明：（1）三个维度的社会资本对社会惰化具有影响。结
构性社会资本中的虚拟性对社会惰化有显著的负向影响，匿名性对社会惰化有
显著的正向影响；关系性社会资本中的感知信任、承诺对社会惰化显著的有负
向影响；认知性社会资本中的任务可见性、群体规范对社会惰化有负向影响

（2）社群认同对社会资本与社会惰化间关系具有影响。社群认同对结构性社会
资本中的虚拟性、匿名性与社会惰化之间的关系的具有显著的正向调节作用；
对关系性社会资本中的互惠、承诺与社会惰化之间的关系的具有显著的正向调
节作用；对认知性社会资本中的任务可见性与社会惰化之间的关系的具有显著
的正向调节作用。（3）社群参与便捷性对社会资本与社会惰化间关系具有影响

社群参与便捷性对结构性社会资本中的虚拟性与社会惰化之间的关系的具有显
著的正向调节作用；对关系性社会资本中的感知信任、承诺与社会惰化之间的
关系的具有显著的正向调节作用，对互惠与社会惰化之间的关系的具有显著的
负向调节作用；对认知性社会资本中的任务可见性与社会惰化之间的关系的具哈尔滨工业大学管理学硕士学位论文
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有显著的正向调节作用

根据实证检验的结果，本研究针对在线旅游社群提高社群建设和持续发展
提出了建议：（1）线上与线下社群活动推广相结合；（2）建立激励机制与互惠
机制；（3）明确社群规范和共享语言；（4）组建子社群和精准定位；（5）优化
在线旅游社群的环境和设置

关键词：在线旅游社群；社会资本；社会惰化；社群认同；社群参与便捷性哈尔滨工业大学管理学硕士学位论文
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Abstract
Development of network technology makes a breakthrough of spatial and
temporal limitations and innovates the online travel community. Founding and
maintaining this social network is challenging for the community operators，but with
opportunities. On one hand，community members gathered with same interest in
travelling. They search needed information, share travelling experiences, develop
offline travel companions, etc. Once this social capital network is established, more
participants and loyalty will be made. It can promote the community in return and
provide opportunities for advertising and spreading tourism products from vendors
or agencies. On the other hand, lurking and free riding issues are increasingly
argued that affects the community cohesion and development. It is advantageous to
attract more participation and reduce social loafing in the online travel community.
Therefore, this thesis will research on social capital, community identification and
community participation convenience.
Based on the view of social capital, firstly, this thesis made a full literature
review and summary of the relationship between social capital and social loafing. In
the study, the model of elements led to social capital on social loafing in online
travel community was expanded by introducing relational dimension, structural
dimension and cognitive dimension from social capital, in which community
identification and participation convenience were proposed as moderates of the
relationship. Secondly, according to the theoretical model, the questionnaire was
designed and the model was tested with 431 valid data through online travel
communities with active members. After analyzing with SPSS 20.0, the proposed
model and relationships were tested by correlation analysis, multiple linear
regression analysis and hierarchical regression analysis.
The empirical test results show that: (1) three dimensions of social capital have
impact on social loafing, including that virtuality has a significantly negative effect
on social loafing, while anonymity has a significantly positive effect on social
loafing in structural dimension of social capital; perceived trust and commitment
have significantly negative effects on social loafing in relational dimension of social
capital; task visibility and community norms have significantly negative effects on
social loafing in cognitive dimension of social capital; (2) social identification has
the impact on the relationship between social capital and social loafing, including
that social identification has significantly positive moderating effects on the
relationship between virtuality, anonymity and social loafing in structural dimension;哈尔滨工业大学管理学硕士学位论文
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has significantly positive moderating effects on the relationship between reciprocity,
commitment and social loafing in relational dimension; has significantly positive
moderating effects on the relationship between task visibility and social loafing in
cognitive dimension; (3) community participation convenience has the impact on the
relationship between social capital and social loafing, including that participation
convenience has significantly positive moderating effects on the relationship
between virtuality and social loafing, while has significantly negative moderating
effects on the relationship between anonymity and social loafing in structural
dimension; has significantly positive moderating effects on the relationship between
perceived trust, commitment and social loafing in relational dimension; has
significantly positive moderating effects on the relationship between task visibility
and social loafing in cognitive dimension.
According to hypothesis testing results, this paper tried to suggest for the
online travel community constructing and developing that: combining online with
offline community activities; establishing incentive mechanism and reciprocity
mechanism; being aware of community norms and shared language; constructing the
sub-community and precision marketing; optimizing the environment of online
community and operation.
Keywords: online travel community, social capital, social loafing, community
identification, community participation convenience哈尔滨工业大学管理学硕士学位论文
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目 录
摘要 ..I
ABSTRACT...III
第 1 章 绪 论 ...........1
1.1 研究背景及问题的提出 ..... 1
1.1.1 研究背景 ....1
1.1.2 问题的提出 2
1.2 研究意义.... 4
1.2.1 理论意义 ....4
1.2.2 实践意义 ....5
1.3 研究现状及文献评述......... 5
1.3.1 在线社群研究现状 5
1.3.2 社会惰化研究现状 7
1.3.3 社会资本研究现状 ..........10
1.3.4 社群认同研究现状 ..........12
1.3.5 社群参与便捷性研究现状 ..........14
1.3
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