A model of value-creating practices, trusting beliefs, and online tourist community behaviors
研究了在线旅游社区中价值创造实践（社交网络、社区参与、品牌使用）对信任信念的影响，以及信任信念如何影响解决方案接受和粘性，并发现风险规避调节了信任信念与粘性的关系。
Purpose In the context of online travel communities (OTCs), this paper aims to identify the relationships between value-creating practices, trusting beliefs, solution acceptance and stickiness and the moderating effects of risk aversion on the relationship between trusting beliefs and solution acceptance and on that between trusting beliefs and stickiness. Design/methodology/approach A total of 408 survey responses obtained from Amazon website panels were used to test the proposed hypotheses through a structural equation modeling analysis. Findings The results show that three dimensions of value-creating practices, namely, social networking, community engagement and brand use, had positive effects on trusting beliefs; trusting beliefs had positive effects on solution acceptance and stickiness; and solution acceptance had a positive effect on stickiness. Risk aversion moderated the trusting beliefs-stickiness relationship. Research limitations/implications A key limitation of this study is related to the sample collected from Amazon website panels, which may limit the generalizability of results to other OTC members. The results have important theoretical and practical implications in OTC settings. For example, OTCs should be used by members as key platforms for acquiring trust information prior to their behaviors. Originality/value This study extends the OTC literature by integrating different research realms into the proposed research model for a better understanding of the relationships between value-creating practices, trusting beliefs and OTC behaviors.