【摘要】：近年來,互聯(lián)網(wǎng)的迅猛發(fā)展帶動了虛擬社區(qū)這一新型網(wǎng)絡(luò)平臺的成長與成熟。非交易類虛擬社區(qū)是一種重要的虛擬社區(qū)類型,具體包含興趣社區(qū)和關(guān)系社區(qū)兩類。該類社區(qū)運營的成功與否在很大程度上取決于參與成員的數(shù)量和他們的參與行為。因此,社區(qū)運營商需要了解成員行為背后的動力機制,了解什么因素才能刺激他們積極參與。本文主要研究非交易類虛擬社區(qū)成員的參與動機和參與行為之間的關(guān)系,并考察社區(qū)類型對上述關(guān)系的調(diào)節(jié)作用。 本文通過閱讀大量文獻(xiàn)資料,將基于自我概念的動機模型引入虛擬社區(qū)情境,在此基礎(chǔ)上闡述了非交易類虛擬社區(qū)成員的自我概念參與動機,進而研究自我概念參與動機與參與行為之間的關(guān)系,從而建立了本文的研究模型并提出假設(shè)。筆者設(shè)計了調(diào)查問卷,通過付費在線調(diào)查、網(wǎng)絡(luò)社區(qū)調(diào)查、電子郵件邀請和即時通訊工具留言邀請這四種方式,共發(fā)放問卷550份,回收有效問卷312份。通過數(shù)據(jù)分析,對成員的參與動機、參與行為之間的關(guān)系以及社區(qū)類型對上述關(guān)系的影響進行驗證。 本研究主要結(jié)論如下：第一,非交易類虛擬社區(qū)成員的愉悅感、自我效能感和自我形象與他們參與虛擬社區(qū)的時間和頻率呈顯著的正相關(guān)關(guān)系；第二,成員的互惠性期待與他們在虛擬社區(qū)中的參與時間和參與頻率呈負(fù)相關(guān)關(guān)系；第三,成員在虛擬社區(qū)中的參與層次主要受到自我效能感和自我形象這兩個因素的影響；第四,社區(qū)類型能夠影響成員的參與動機和參與行為之間的關(guān)系。以上結(jié)論基本上驗證了理論模型的有效性,提示其可能對非交易類虛擬社區(qū)的運營商具有潛在的指導(dǎo)價值。
[Abstract]:In recent years, the rapid development of the Internet has driven the growth and maturity of virtual community, a new network platform. Non-transactional virtual community is an important type of virtual community, including interest community and relational community. The success of this kind of community depends to a great extent on the number of participants and their behavior. Therefore, community operators need to understand the driving force behind their members' behavior and what motivates them to participate actively. This paper mainly studies the relationship between the participation motivation and the participation behavior of the members of the non-transactional virtual community, and examines the moderating effect of the community type on the above relations. Through reading a lot of literature, this paper introduces the self-concept motivation model into the virtual community situation, and then expounds the self-concept participation motivation of the members of the non-transaction virtual community. Then, the relationship between participation motivation and participation behavior is studied, and the research model is established and hypotheses are put forward. The author designed the questionnaire, through the payment online survey, the network community survey, the email invitation and the instant messaging tool message invitation these four ways, altogether sends out the questionnaire 550, retrieves the valid questionnaire 312. Through the data analysis, the paper verifies the influence of the participation motivation, the relationship between the participation behavior and the community type on the above relationships. The main conclusions of this study are as follows: first, there is a significant positive correlation between the sense of pleasure, self-efficacy and self-image of the members of the non-transactional virtual community and the time and frequency of their participation in the virtual community; Second, the reciprocal expectation of the members is negatively related to their participation time and frequency in the virtual community, third, the participation level of the members in the virtual community is mainly affected by the two factors of self-efficacy and self-image. Fourth, the community type can influence the relationship between the member's participation motivation and the participating behavior. The above conclusion basically validates the validity of the theoretical model and suggests that it may have potential guiding value for operators of non-transactional virtual communities.
【學(xué)位授予單位】：南京大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：C912.6;G206

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