专业虚拟社区创意感知价值影响因素研究—反馈类型的调节作用

Research on the Influencing Factors of Originality’s Perceived Value in Professional Virtual Communities based on feedback types

摘要:

专业虚拟社区已经成为个人以及企业进行知识共享的重要平台。文章以探究专业虚拟社区中创意贡献感知价值影响因素为目的，基于信息采纳模型，将在线反馈行为区分为知识性反馈行为与社会性反馈行为两类反馈行为后共同纳入模型之中，爬取思否问答社区的用户数据，通过Tobit回归分析方法进行实证分析。研究表明两类在线反馈行为、文本逻辑和贡献者社区参与均对创意感知价值有显著正向影响，社会性反馈的影响程度高于知识性反馈，但知识性反馈的调节作用更稳定。研究结果对专业虚拟社区管理者如何提供高质量服务以及创意贡献者把控创意贡献的编码过程方面有重要实践意义。

关键词:在线反馈行为;感知价值;信息采纳模型;专业虚拟社区

Abstract:

Professional virtual community has become an important platform for individuals and enterprises to share knowledge. With the purpose of exploring the influencing factors of the perceived value of originality in professional virtual communities,based on the information adoption model, online feedback behavior was divided into knowledge feedback and social feedback. The author selected “SegmentFault ” as research object,Tobit regression analysis method was adopted. The direct and moderating effects of Textual logic and contributor’s community engagement and online feedback behavior on perceived value of originality were empirically analyzed. The results showed that two types of online feedback behaviors, Textual logic and contributor’s community engagement all have significant positive effects on perceived value. Social feedback has a higher impact than knowledge feedback, but knowledge feedback has a more stable moderating effect.The results have important practical implications for how professional virtual community managers provide quality services and how contributors control the coding process of contributions.

Key words:online feedback behavior; perceived value; information adoption model; professional virtual community