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How to inspire users in virtual travel communities: The effect of activity novelty on users’ willingness to co-create
Institution:1. School of Business, Sun Yat-sen University, Guangzhou, China;2. School of Tourism Management, Sun Yat-sen University, Guangzhou, China;3. Business School, Foshan University, Foshan, China;4. Research Centre for Innovation & Economic Transformation, Research Institute of Social Sciences in Guangdong Province, China;1. School of Management, University of Science and Technology of China, Jinzhai Road, 230026, Hefei, China;2. School of Economics and Management, Anhui Polytechnic University, Beijing Road, 241000, Wuhu, China;1. School of Business, Fuyang Normal University, Fuyang, 236037, China;2. Anhui Provincial Key Laboratory of Regional Logistics Planning and Modern Logistics Engineering, Fuyang, 236037, China;1. School of Economics & Management, Nanjing Institute of Technology, Nanjing, 211167, China;2. School of Management Science and Engineering, Nanjing University of Information Science & Technology, Nanjing, 210044, China;1. Department of Human Studies, LUMSA University of Rome, Piazza delle Vaschette, 101, 00193, Rome, Italy;2. Department of Management and Quantitative Studies, University of Naples Parthenope, Via Generale Parisi, 13, 80132, Naples, Italy;3. Department of Communication and Social Research (CORIS), Sapienza, University of Rome, Via Salaria 113, 00198, Rome, Italy
Abstract:Virtual travel community managers tend to incorporate a degree of novelty within activity design to foster interaction between users. Little is known of how users respond to these novel activities. Based on customer inspiration theory, this research investigated the mechanisms of activity novelty on users' willingness to co-create and the moderating effect of user regulatory focus and activity goal attainability. Results of three scenario-based experiments revealed that activity novelty positively influenced users’ willingness to co-create via user inspiration. Promotion-focused users were more inspired by novel activities and in turn had a higher willingness to co-create than those were prevention-focused. When activity goal attainability was high (vs. low), the positive effect of activity novelty on inspiration was attenuated. We present the theoretical and practical implications of activity design within virtual travel communities.
Keywords:Virtual travel communities  Activity novelty  User inspiration  Regulatory focus  Goal attainability  Willingness to co-create
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