价值共创模式下非交易类虚拟社区用户持续使用意愿影响因素研究

The Research on the Key Factors of the Continuance Intention to Non-trade Virtual Community under Co-created Value Model

摘要:

虚拟社区注重用户参与、交流互动与开放共享,为多主体协同参与价值共创提供了条件。为了深入探究价值共创模式下影响虚拟社区用户持续使用意愿的关键因素,文章整合价值共创理论与交易成本理论,系统研究了知觉价值、交易成本对价值共创动机的影响以及价值共创对持续使用意愿的影响效果,并且分析了信息咨询类和情感类两种不同类型虚拟社区的调节效应。实证结果表明,知觉价值中的情感价值、信息价值以及交易成本中的信息搜寻成本对价值共创有显著的影响,而价值共创对社区用户的持续使用意愿有显著的影响。另外,不同类型虚拟社区的调节效应分析结果表明,情感价值对两类虚拟社区中的价值共创均有显著影响,而信息价值在信息咨询类社区中对价值共创的影响效果要大于情感类社区,娱乐价值在情感类虚拟社区下对价值共创的影响效果要大于信息咨询类虚拟社区。

Abstract:

Virtual communities focus on user participation, interaction and open sharing, which provide conditions for multi-agent cooperation to participate in co-created value. Thereby further studying the value of creating a mode key factors of the users continue to use the virtual community, the paper integrates to co-created value theory and the theory of transaction cost, while totally researches on perceived value, the impact on transaction costs on value co-creating motivation and co-created value for the effect of continuance intention, also analyzes the effect of two different types of virtual communities: information consultation and emotion. Empirical result shows what makes a significant impact on co-creating value is due to the emotional value and information value of perceived value, while co-creating value on the willing continuous use of the communities has a great influence. In addition, the analysis result on regulating effect of different types of virtual communities illustrates: sentimental value has the same vital impact on the co-creating value of two sorts of virtual communities, and for co-creating value, information value in the information consulting community is much more than more than emotional effects community, whereas for co-creating value, entertainment value under the emotional virtual communities is way beyond information consulting virtual communities.