企业虚拟社区用户知识共享动机的演变机制研究

发布时间：2018-05-16 18:51

本文选题：知识共享 + 虚拟社区　；参考：《情报理论与实践》2017年11期

【摘要】：[目的/意义]企业虚拟社区对企业营销决策起着至关重要的作用,作为社区知识共享的主体之一,用户共享动机的演变是值得研究的课题。研究结果对企业基于虚拟社区营销战略的实施具有指导意义。[方法/过程]文章依据扎根理论,对某知名企业虚拟社区进行数据采集,利用质性分析软件NVIVO 11.0对其进行开放性、主轴和选择性编码,并据此构建企业虚拟社区用户知识共享动机演变模型。[结果/结论]结果显示,企业虚拟社区用户知识共享动机包括问题解决动机、利他动机、享乐动机、企业保护动机和地位提升动机5种。用户初始共享动机主要是问题解决动机,而用户持续共享动机在初始动机基础上,增加了利他动机和享乐动机。
[Abstract]:As one of the main bodies of community knowledge sharing, the evolution of users' shared motivation is worth studying. The research results have guiding significance for the implementation of marketing strategy based on virtual community. [methods / process] based on the rooted theory, the paper collects the data of a famous enterprise virtual community, and makes use of the qualitative analysis software NVIVO 11.0 to carry on the open, main axis and selective coding to the virtual community. On the basis of this model, a model of motivation evolution of user knowledge sharing in virtual community is constructed. [results / conclusion] the results show that the motivation of user knowledge sharing in virtual community includes five kinds: problem solving motivation, altruistic motivation, hedonic motivation, enterprise protection motivation and status promotion motive. The user's initial shared motivation is mainly problem-solving motivation, while the user's continuous sharing motivation increases altruistic motivation and hedonic motivation on the basis of initial motivation.
【作者单位】：郑州大学管理工程学院电子商务教研室;
【基金】：河南省高等学校重点科研项目“基于知识共享敌意的知识治理与企业创新能力的关系研究”(项目编号:16A630033) 国家自然科学基金项目“基于市值管理的管理层盈余预告披露策略及其经济后果研究”(项目编号:71503069)的成果
【分类号】：G352

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