虚拟社区中成员参与的影响机制研究

The research of virtual community members’ participating mechanism

摘要:

随着虚拟社区的兴起,越来越多的商业价值显现出来,虚拟社区成员参与问题的探讨成为必要。本文在研究前人文献基础上,提出虚拟社区用户参与的理论研究模型,采用问卷调查法对虚拟社区成员参与的影响机制进行实证研究。研究结果表明畅快体验与信息共享对社区参与有显著影响,自我效能感对社区参与既有直接的又有间接的显著影响,社区价值和亲社会价值取向间接显著地影响着社区参与。

Abstract:

With the rapid development of virtual communities, the commercial value of the virtual community has developed rapidly,so it is necessary to research the problems of the community participation. Based on the research of previous literature, this paper puts forward the theoretical research model of virtual community members’ participation and use questionnaire investigation method to make an empirical research for the influence mechanism of user participation in virtual communities.The results show that the sharing of information and flow experience significant impact on community participation, self-efficacy impacts on community participation significantly in directly and indirectly ways, prosocial value orientation and community value have significant impact on community involvement.