基于社会资本理论的移动社区用户参与行为研究

Explaining Mobile Community User Participation Based on Social Capital Theory

移动社区将给企业带来巨大价值,而用户的参与是移动社区成功的关键。社会资本理论认为人们之间的社会网络是一种不可见的资源,将促进他们之间的知识和信息共享行为。基于社会资本理论,分析了影响用户参与移动社区行为的影响因素,用户参与移动社区的行为包括获取信息和发布信息两个方面,影响因素涉及到3个维度的6个因素,即结构维、认知维、关系维以及社会交互连接、共同愿景、共同语言、信任、互惠规则、认同6个因素;通过问卷调查,收集了250份有效问卷,采用LISREL进行分析,结果表明在6个因素中,信任对用户获取信息动机影响较大,认同对用户发布信息动机影响较大。总的来说,信任、共同愿景、认同3个因素对用户参与行为的作用较为显著,需要引起移动社区提供商的重视。

Mobile community will bring great value to enterprises, while user participation is the critical factor determining the success of mobile community. Social capital theory argues that social network among people is an intangible resource that will promote their knowledge and information sharing. Drawing on social capital theory, this paper analyzed factors possibly affecting user participation in mobile community. Participation behavior includes two facets ： acquiring information and posting information. Six factors influencing user participation are related with three dimensions： structural dimension, cognitive dimension and relational dimension. These factors are social interaction ties, shared vision, shared language, trust, norms of reciprocity and identification. Data were colleted with questionnaire and eventually we got 250 valid papers. We analyzed data with LISREL and the results showed that trust had relatively larger effect on acquiring intention and identification had relatively larger effect on posting intention. In sum, trust, shared vision and identification had relatively significant effects on user participation behavior. Their effects should deserve further attention from mobile community providers.