摘要
借鉴行为经济学中的心理账户理论,将用户在参与网络社区时的心理账户分为社区归属感、知识共享、人际关系的维护和个人价值认同四个子账户,通过模拟社区中活跃者和潜水者在参与社区话题时心理账户对行为的影响,得出了网络社区用户数量变化及其影响因素的重要结论.这些结论对于帮助社区经营者准确地把握用户行为的深层次心理需求,及时改善社区经营具有重要意义.
Using the theory of mental accounting in behavior economics, this paper divides the users’ mental accounting when it participates in virtual community into 4 subaccounts concluding community attachment, knowledge sharing, maintenance of relationship and personal value recognition. By simulating the mental accounting of active persons and divers in virtual community to behaviors when they participate community topics, some conclusions of the users’ numbers and influencing factors are drawn. These conclusions can help community operators grasp the deep-seated psychological needs hidden behind the users’ behavior accurately. It has some significance in improving community management.
出处
《计算机系统应用》
2014年第7期17-23,共7页
Computer Systems & Applications
基金
北京市教委2013年度人文社科面上项目(SM201310005002)
北京工业大学"日新人才"培养计划
关键词
网络社区
用户行为
心理账户
Netlogo
virtual community
users’ behavior
mental accounting
Netlogo
