基于自我概念动机模型的非交易类虚拟社区成员参与行为研究

发布时间：2019-01-30 17:48

【摘要】：近年来,互联网的迅猛发展带动了虚拟社区这一新型网络平台的成长与成熟。非交易类虚拟社区是一种重要的虚拟社区类型,具体包含兴趣社区和关系社区两类。该类社区运营的成功与否在很大程度上取决于参与成员的数量和他们的参与行为。因此,社区运营商需要了解成员行为背后的动力机制,了解什么因素才能刺激他们积极参与。本文主要研究非交易类虚拟社区成员的参与动机和参与行为之间的关系,并考察社区类型对上述关系的调节作用。本文通过阅读大量文献资料,将基于自我概念的动机模型引入虚拟社区情境,在此基础上阐述了非交易类虚拟社区成员的自我概念参与动机,进而研究自我概念参与动机与参与行为之间的关系,从而建立了本文的研究模型并提出假设。笔者设计了调查问卷,通过付费在线调查、网络社区调查、电子邮件邀请和即时通讯工具留言邀请这四种方式,共发放问卷550份,回收有效问卷312份。通过数据分析,对成员的参与动机、参与行为之间的关系以及社区类型对上述关系的影响进行验证。本研究主要结论如下：第一,非交易类虚拟社区成员的愉悦感、自我效能感和自我形象与他们参与虚拟社区的时间和频率呈显著的正相关关系；第二,成员的互惠性期待与他们在虚拟社区中的参与时间和参与频率呈负相关关系；第三,成员在虚拟社区中的参与层次主要受到自我效能感和自我形象这两个因素的影响；第四,社区类型能够影响成员的参与动机和参与行为之间的关系。以上结论基本上验证了理论模型的有效性,提示其可能对非交易类虚拟社区的运营商具有潜在的指导价值。
[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.
【学位授予单位】：南京大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：C912.6;G206

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