网络社群用户信息共享行为影响因素研究

Influencing Factors of Network Community User’s Information Sharing Behavior

【目的/意义】通过对网络社群用户信息共享行为影响因素研究,分析其中的影响机制,帮助网络社群管理者更好地利用平台吸引用户并提供优质信息服务。【方法/过程】基于TAM模型和信息生态因子理论,构建网络社群用户信息共享行为的影响因素理论模型,运用调查问卷和结构方程的实证研究方法对模型的适用性进行检验。【结果/结论】数据分析结果显示,信息人的成员信任,信息易用性以及信息共享的云计算技术对网络社群用户的信息共享意愿有积极作用;信息延时性和信息共享的技术风险对网络社群用户的信息共享意愿有消极作用;网络社群用户信息共享意愿和信息环境的交互氛围对网络社群用户信息共享行为有积极影响。

【Purpose/significance】Through the research on the influencing factors of the information sharing behavior of the online community users,the impact mechanism is analyzed to help the network community managers to better utilize the platform to attract users and provide high-quality information services.【Method/process】Based on the TAM model and the information ecological factor theory,the influencing factors theoretical model of network community users’information sharing behavior is constructed.The applicability of the model is tested by using the questionnaire and the empirical research method of structural equations.【Result/conclusion】The results of data analysis show that the information technology members’trust,information usability and information sharing cloud computing technology have positive effect on the information sharing willingness of network community users,however,information delay and information sharing technology risks have negative effect;the willingness of users of information sharing in the online community and the interactive atmosphere of the information environment have positive impact on the information sharing behavior of users in the online community.