成员社会资本投入对虚拟社群绩效影响研究
发布时间：2018-08-07 20:30
【摘要】：当下,网络信息技术发展日新月异,互联网全面融入到人们的社会生活之中,微信、微博、QQ群等社交媒体成为人们交流的重要手段,人们组成虚拟社群活跃在网络空间,网络新媒体日益崛起,企业、媒体的运营环境也都在发生变化。虚拟社群从成员聚集到信息互动,从内容分享到价值观认同,从互惠互利到信任维系,通过社群的运营将社群成员的社会资本转化为社群绩效,进而达到商业化变现,实现虚拟社群价值。然而虚拟社群发展红红火火,但真正能够通过内容创业实现商业变现的社群非常有限。如何科学地评价虚拟社群的绩效,为虚拟社群的发展建言献策,是每一个虚拟社群运营者普遍关注的问题。本研究运用社会资本理论,将问卷调查和深度访谈两种研究方法相结合,通过定量和定性分析,研究成员的社会资本投入对虚拟社群绩效产生哪些影响,从理论和现实角度对虚拟社群的发展提供建议。研究发现,情感交流是成员线上交流的重要原因,成员社会资本投入正向影响虚拟社群绩效,成员身份和加入社群时间对成员社会资本和社群绩效有显著影响关系,因此,作为虚拟社群的管理者,要推进虚拟社群准入制,控制社群规模质量,促进成员社会资本投入;组织线上线下活动,打造社群经营矩阵,实现社群经济。
[Abstract]:At present, with the rapid development of network information technology, the Internet is fully integrated into people's social life. Social media such as WeChat, Weibo, QQgroup have become important means for people to communicate, and people form virtual communities to be active in cyberspace. The network new media rises day by day, the enterprise, the media operation environment also is taking place the change. Virtual community from members gathering to information interaction, from content sharing to value identity, from mutual benefit to trust maintenance, through the operation of the community to transform the social capital of community members into community performance, and then achieve commercial realization. Realize the value of virtual community. However, the development of virtual community is booming, but there are very few communities that can realize business realization through content entrepreneurship. How to evaluate the performance of virtual community scientifically and give advice for the development of virtual community is a common concern of every virtual community operator. Based on the theory of social capital, this study combines questionnaire survey and in-depth interview to study the impact of social capital input on the performance of virtual community by quantitative and qualitative analysis. From the theoretical and practical point of view, the development of the virtual community to provide advice. It is found that affective communication is an important reason for online communication among members. The social capital investment of members positively affects the performance of virtual community, and membership and time of joining a community have significant effects on social capital and community performance. As the managers of the virtual community, we should promote the access system of the virtual community, control the quality of the community scale, promote the social capital investment of the members, organize the online and offline activities, create the community management matrix and realize the community economy.
【学位授予单位】：河南财经政法大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G206
本文编号：2171260
[Abstract]:At present, with the rapid development of network information technology, the Internet is fully integrated into people's social life. Social media such as WeChat, Weibo, QQgroup have become important means for people to communicate, and people form virtual communities to be active in cyberspace. The network new media rises day by day, the enterprise, the media operation environment also is taking place the change. Virtual community from members gathering to information interaction, from content sharing to value identity, from mutual benefit to trust maintenance, through the operation of the community to transform the social capital of community members into community performance, and then achieve commercial realization. Realize the value of virtual community. However, the development of virtual community is booming, but there are very few communities that can realize business realization through content entrepreneurship. How to evaluate the performance of virtual community scientifically and give advice for the development of virtual community is a common concern of every virtual community operator. Based on the theory of social capital, this study combines questionnaire survey and in-depth interview to study the impact of social capital input on the performance of virtual community by quantitative and qualitative analysis. From the theoretical and practical point of view, the development of the virtual community to provide advice. It is found that affective communication is an important reason for online communication among members. The social capital investment of members positively affects the performance of virtual community, and membership and time of joining a community have significant effects on social capital and community performance. As the managers of the virtual community, we should promote the access system of the virtual community, control the quality of the community scale, promote the social capital investment of the members, organize the online and offline activities, create the community management matrix and realize the community economy.
【学位授予单位】：河南财经政法大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G206
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