[目的/意义]以"马蜂窝"旅游网为研究对象，探究旅游社交网站用户信息共享行为及其影响因素，旨在为旅游社交网站建设及其移动端的交互设计优化改进提供理论参考。[方法/过程]选取技术接受模型中的感知有用性和社会认知理论中的自我效能，并结合弱关系理论引入环境机制、服务质量和期望互惠3个影响因素，构建旅游社交网站用户信息共享行为影响因素模型，通过问卷调查收集数据，采用SPSS对该模型进行实证检验并建立回归方程。[结果/结论]通过因子分析提取主成分，将信息共享行为分为收藏转载式和平台交流式，发现：感知有用性、服务质量和期望互惠这3种变量对收藏转载式信息共享行为产生正向影响，其中感知有用性和期望互惠这两种变量显著正向影响信息共享行为。
[Purpose/significance] Taking "Mafengwo" Tourism Network as the research object, this paper explores the information sharing behavior of users of tourism social network and its influencing factors, aiming to provide theoretical reference for the construction of tourism social network and the optimization and improvement of interactive design of mobile terminal.[Method/process] Selecting the perceived usefulness of the technology acceptance model and the self-efficacy in the social cognitive theory, and combining weak ties with three influencing factors of environmental mechanism, service quality and expectation reciprocity, the paper constructed the influencing factors model of the user information sharing behavior of the tourism social networking site, collected data through questionnaire survey, empirically tested the model with SPSS and established a regression equation.[Result/conclusion] The principal components are extracted by factor analysis, and the information sharing behavior is divided into collection reprinting and platform communication. It is found that the three variables of perceived usefulness, service quality and expectation of reciprocity have a positive impact on the collection and reloading information sharing behavior. Both usefulness and expectation of reciprocity significantly positively affect information sharing behavior.
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