网络社群的凝聚力与活跃度提升研究:品牌与信任的角度

发布时间：2018-03-14 05:22

  本文选题：群凝聚力　切入点：群活跃度　出处：《系统管理学报》2017年04期 　论文类型：期刊论文

【摘要】：随着社交媒介的迅速发展,网络社群平台对组织和公众客户的重要性日益显著,网络社群的凝聚力和活跃度成为社群成功的重要标志。然而,对于为什么一些网络社群较另一些网络社群更为成功,这方面的理论研究却开展不多。考虑了群个体成员的认知特征与群整体的行为特征,探讨网络社群运营商(群平台)如何提升其凝聚力与活跃度。一方面,从网络社群中个体成员对平台认知的角度,采用实证研究方法,探究群平台的品牌感知、安全保护感知和隐私保护感知是如何通过影响群平台信任,从而提升群活跃度和群凝聚力;另一方面,个体认知只是群体认知的基础,无法完全代表群体层次上的特征,从群平台整体行为特征的角度,采用实验研究方法,设计了两类群平台品牌、两类群安全保护措施以及两类群隐私保护措施共3组实验,研究了3个不同变量环境下,群成员信任、群活跃度和群凝聚力的差异性。结果表明,网络社群平台的品牌感知、安全保护感知以及隐私保护感知,可以直接影响用户对群平台信任,从而影响网络社群的凝聚力与活跃度。
[Abstract]:With the rapid development of social media, the importance of online community platform to organizations and public customers is becoming more and more significant. The cohesion and activity of online community become an important symbol of community success. There are few theoretical studies on why some online communities are more successful than others. The cognitive characteristics of individual group members and the behavior characteristics of the group as a whole are considered. This paper discusses how network community operators (group platforms) can enhance their cohesion and activity. On the one hand, from the perspective of individual members' cognition of platform, this paper uses empirical research method to explore brand perception of group platform. On the other hand, individual cognition is only the basis of group cognition, which can not fully represent the characteristics of group level. From the point of view of the whole behavior characteristics of the group platform, this paper designs three groups of experiments, including two groups of platform brands, two groups of security measures and two groups of privacy protection measures, using the experimental research method to study the environment of three different variables. The results show that the brand perception, security awareness and privacy protection perception of the network community platform can directly affect the users' trust in the group platform. Thus affect the cohesion and activity of the network community.
【作者单位】： 北京邮电大学经济管理学院;北京外国语大学国际商学院;上海外国语大学国际工商管理学院;
【基金】：国家自然科学基金资助项目(71471019,71201011,71301106,71271099,71573022) 教育部资助项目(13YJA790023,20120005120001) 北京外国语大学基本科研业务费院系自主项目
【分类号】：C912.64;F273.2
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本文编号：1609779