基于情感依恋视角的虚拟社区持续使用模型构建——超越认知判断范式

An Attachment Perspective Conceptual Model of Virtual Community Continuance:Surpass the Cognitive Judgment Paradigm

信息系统持续使用的已有研究多从认知视角出发,将持续使用归为理性判断行为,本文认为认知判断属短期性质逻辑,而持续使用更应遵从长期性质的情感规律。基于此观点,本文围绕虚拟社区持续使用,辨析认知导向的信息系统持续使用的传统概念,提出"因参与者对虚拟社区依恋而导致长期使用行为"这一新定义;评述信息系统持续使用相关的理论模型研究,指出"从需求满足到依恋形成,再到持续使用行为倾向"的研究思路;借鉴心理学研究成果,尝试构建基于情感依恋视角的虚拟社区持续使用概念模型,阐释从需求满足到依恋情感形成的基本过程,论证情感依恋模型相对于认知判断范式的比较优势。最后,简述了模型的创新之处,并对未来研究提出建议。

Most existing researches explored information system continuance from a cognitive perspective, and classified continued use as rational judgment behavior. Differently, this article argues that cognitive judgment is restricted to short- term analytical logic; information system continuance should comply with the affective law, which is long-term basis. Paying close attention to virtual community, this article evaluates the traditional concept about information system contin- uance, and proposes the new definition that ＂participants＇ long-term use of virtual community cultivates their attachment to the community, which will in turn leads to sustained usage behavior＂. Reviewing related information system continu- ance theoretical models, this paper points out that ＂needs satisfaction leads to attachment, and attachment contributes to behavioral tendencies of sustained usage＂. Drawing on psychological research, this study builds a conceptual model of virtual community continuance, explains the formation of virtual community attachment, and demonstrates the new argument that ＂in term of predicting virtual community continuance, explanatory power of virtual community attachment is stronger than that of cognitive judgment＂. Finally, the article outlines innovations and future research recommendations about the new conceptual model.