成员参与动机对虚拟社区商业模式的影响

Effect of Members'Participation Motive on the Virtual Community Business Model

本文研究探索了社区成员参与动机对社区商业行为的影响,以及不同参与动机对于社区认可以及社区经营影响的差异。在研究中,将社区成员参与动机分为信息性、工具性、社会强化、社会化联系和娱乐性五种类型。社区商业模式则包括社区交易佣金、广告和社区会员费等三种模式。通过对猫扑、天涯论坛等综合性虚拟社区成员的研究发现。成员的参与动机对虚拟社区商业模式有显著的影响作用。而且.成员的参与水平对该影响作用有一定的中介作用。本研究的结论对于目前虚拟社区的经营实践有一定的借鉴意义.为未来虚拟社区的研究做了铺垫。

The purpose of our research is the impact of the participation motivation on the business model of virtual community. In our research, we divided the motivation into information, utilitarian purpose, strengthen social class, entertainment purpose and social connection. As to the business model, we choose the three primary models, such as trade fee, ads and member fee. Taking some famous virtual communities as examples, we found that the members＇ participation motive has signi^cant influence on the business model of virtual community; moreover, the mediating effect of members＇ participation level is investigated. The conclusion is helpful to the current virtual community practice and the future research.