The effect of online review and interaction on value co-creation in tourism virtual community

Figures & data

Figure 1. Second-order theoretical model of this study.

Table 1. Description of the sample structure

Characteristics	Options	Proportion
Gender	Male	47.65%
	female	52.35%
Age	Under 18	3.97%
	18–30	63.20%
	31–40	14.24%
	41–50	12.24%
	More than 50	6.35%
Education	High school or below	4.67%
	Tertiary students	6.38%
	Undergraduates	63.45%
	Master’s and above	25.5%
Using frequency	Never used	3.16%
	Using occasionally	35.47%
	Using every time	61.37%

Table 2. The result of common method deviation

Model	x^2/df	RMSEA	SRMR	CFI	TLI	△x^2/df	△RMSEA	△SRMR	△CFI	△TLI
M1	2.201	0.059	0.044	0.914	0.900
M2	1.994	0.054	0.042	0.929	0.917	0.173	0.005	0.002	−0.015	−0.017

Table 3. Psychometric properties of the measurement scales for the first-order factors

First order factor and their indicators	SL	t-values	CR	AVE
LST. Language style			0.777	0.538
LST1. I prefer rhetorical words when I read reviews.	0.673	-
LST2. I prefer colloquial words when I read reviews.	0.739	10.381
LST3. I prefer reviews with pictures or emojis when I read reviews.	0.785	9.4151
ACO. Affective content			0.782	0.544
ACO1. I prefer more firmly positive reviews when I read reviews.	0.705	-
ACO2. I firmly believe affective content echo with my ideas.	0.768	9.6714
ACO3. I believe firmly affective expression is helpful in maintaining a sound environment.	0.739	8.9917
LEN. Review Length			0.830	0.619
LEN1. I prefer longer and more detailed reviews.	0.774	-
LEN2. I will choose to read in detail or scan quickly by the review length.	0.759	11.4917
LEN3. I will judge the effectiveness of reviews according to their length.	0.826	9.1383
SRA. Review Star rating			0.880	0.597
SRA1. I prefer high-star rating reviews when I read reviews.	0.837	-
SRA2. I prefer more like give reviews when I read reviews.	0.825	14.059
SRA3. I prefer more interactive reviews when I read reviews.	0.694	10.9249
SRA4. My choice of travel destination will be affected by reviews with high-star rating.	0.735	11.8218
SRA5. My willingness to travel will be influenced by the number of fans and likes of reviewees.	0.762	10.5361

Figure 2. a) Single first-order factor (M1) b) single first-order factor (M2) c) first-order correlated factor (M3) d) first-order factors and second-order factor (M4).

Table 4. Model comparison

Fit indices	M1	M2	M3	M4
χ^2/df	2.841	11.861	2.486	2.457
RMSEA	0.074	0.178	0.066	0.065
SRMR	0.047	0.328	0.044	0.043
GFI	0.913	0.696	0.927	0.926
IFI	0.923	0.543	0.942	0.942
CFI	0.922	0.540	0.941	0.941
NFI	0.885	0.521	0.907	0.906
TLI	0.907	0.456	0.925	0.927

Table 5. Properties of the overall measurement model

Variables and their indicators	SL	t-values	CR	AVE
ORC. Online review characteristics			0.916	0.732
LST. Language style	0.859	-
ACO. Affective content	0.846	9.505
LEN. Review Length	0.889	10.882
SRA. Review Star rating	0.828	11.434
IEX. Information exchange			0.878	0.591
IEX1. I consider that online participant shares useful information in the online travel community.	0.763	-
IEX2. I think participants shared frequently in the online travel community.	0.798	11.9802
IEX3. I think the shared information is informal at large in the online travel community.	0.773	11.7802
IEX4. I believe that online travelers will share more travel-related information in the online travel community.	0.737	11.3473
IEX5. My cognition of a destination will change during the information interaction.	0.772	11.9906
SEX. Social exchange			0.848	0.583
SEX1. I believe online travelers are able to improve their networking in online interaction.	0.771	-
SEX2. I believe online travelers are able to make friends through online interaction.	0.789	11.5282
SEX3. I believe online travelers will enhance their mutual understanding in online interaction.	0.738	10.5951
SEX4. I believe online travelers have opportunities to form common values in online interaction.	0.756	10.9678
ENG. Engagement behavior			0.800	0.572
ENG1. I will recognize the quality of the online travel community through online review and interaction.	0.803	-
ENG2. I will become more enthusiastic after reading online reviews and participating in the interactions.	0.728	12.7787
ENG3. I will provide and search for more information in this online travel community after reading online reviews and participating in interaction.	0.735	12.9793
REC. Recommendation behavior			0.830	0.619
REC1. I will share interesting information from the community with others face-to-face.	0.841	-
REC2. I will share information about the community on social platforms.	0.727	12.7824
REC3. I will recommend others to join in the online travel community.	0.789	13.617

Table 6. Discriminant validity test

	LST	ACO	LEN	SRA	IEX	SEX	ENG	REC
LST	0.719
ACO	0.379	0.723
LEN	0.505	0.373	0.776
SRA	0.429	0.494	0.521	0.760
IEX	0.522	0.487	0.314	0.339	0.769
SEX	0.394	0.462	0.387	0.509	0.363	0.764
ENG	0.424	0.389	0.316	0.441	0.347	0.421	0.756
REC	0.411	0.378	0.404	0.328	0.334	0.439	0.346	0.786

The off-diagonal items are correlation coefficients; on-diagonal items are square roots of AVE.

Figure 3. Standardized path analysis.

***p < 0.001; **p < 0.01; and *p < 0.05

Read the detailed description of this figure

Four sub-dimensions of review can be explained from content and attribute features, and the four factors positively relate to review; Besides, review further have positive relations with social interaction. Moreover, social interaction had a significant effect on engagement, and this one has positive relation with further recommendation behaviors.