Abstract：Based on the grounded theory，this study collects and analyzes comments from Tik Tok to construct the formation mechanism of users’ travel behavior from the perspective of internet memes by using self-determination theory and theory of planned behavior. The results show the inner and outer processes:①process of motivation generation and internalization: memes made by Tik Tok are able to stimulate unconscious travel motivation by immersive environment，and combined with basic psychological needs and goal pursuit，it can be internalized; ②process of travel motivation turning into travel intention and behavior: travel motivation，perceived value，subjective norm and perceived behavioral control have effects on travel attitude，which in turn affect travel intention and behavior; subjective norm and perceived behavioral control also affect travel behavior directly and moderate the relationship of travel intention and travel behavior.
孙平，邵帅，石佳云，康文青. 基于扎根理论的短视频抖音用户出游行为形成机理研究[J]. 管理学报, 2020, 17(12): 1823-.
SUN Ping，SHAO Shuai，SHI Jiayun，KANG Wenqing. Formation Mechanism of Tik Tok Users’Travel Behavior: An Exploration Study Based on Grounded Theory. Chinese Journal of Management, 2020, 17(12): 1823-.
