专业虚拟社区创新激励研究——基于社会网络分析

Professional Virtual Community Innovation Incentive Research——Based on Social Network Analysis

摘要:

首先,提出专业虚拟社区成员创新的影响因素为社交需求、获得关注需求、自我实现需求,以及社区联结程度。接着,通过社会网络分析法识别意见领袖,并以意见领袖为中心构建成员网络关系,把网络分为中间层、边缘层和意见领袖。其次,基于成员网络关系结合创新的影响因素分析成员创新行为产生的动机。研究发现：成员联系越紧密越有利于创新；靠近意见领袖的中间层表现出社交需求；距离意见领袖较远的边缘层表现出获得关注的需求；对比流失的成员,留存的成员表现出自我实现的需求促使其产生创新行为。

Abstract:

First, the article proposes that the influential factors of professional virtual community member innovation are social needs, the need for attention, self-actualization needs, and the degree of community connection. Then, the opinion leaders were identified through social network analysis, and member network relationships were built around the opinion leaders. The network was divided into middle layer, marginal layer, and opinion leaders. Secondly, analyze the motivation of members "innovation behavior based on the members" network relationship and the influencing factors of innovation. The study found that the closer the members are, the more conducive to innovation; the middle layer near the opinion leader shows social needs; the edge layer far from the opinion leader shows the need to get attention; compared with the lost members, the remaining members show self-fulfillment needs which has led to innovative behavior.