价值共创模式下非交易类虚拟社区用户持续使用意愿的影响因素

Influencing Factors of Users' Willingness to Use Continuously in Non-transactional Virtual Community Under the Mode of Value Creation

为深入探究价值共创模式下影响虚拟社区用户持续使用意愿的关键因素,整合价值共创理论与交易成本理论,系统研究知觉价值、交易成本对价值共创动机的影响以及价值共创对持续使用意愿的影响效果,分析信息咨询类和情感类两种不同类型虚拟社区的调节效应。实证结果表明:知觉价值中的情感价值、信息价值以及交易成本中的信息搜寻成本对价值共创有显著影响,而价值共创对社区用户的持续使用意愿有显著影响;对价值共创的影响效果,情感价值对两类社区均有显著影响,信息价值在信息咨询类社区的影响大于在情感类社区,娱乐价值在情感类社区的影响效果大于在信息咨询类社区。

In order to deeply explore the key factors that affect the users'willingness to use continuously in virtual community under the mode of value creation,this paper integrates the theory of value creation and the theory of transaction cost,and systematically studies the perceived value.The effect of transaction cost on the motivation of value creation and the effect of value creation on the willingness to use continuously are analyzed.The adjustment effects of two different types of virtual community,information consultation and emotion are analyzed.The empirical results show that the emotional value,the information value and the information search cost in the perceived value have a significant impact on the value creation,while the value creation has a significant impact on the community users'willingness to use continuously.For the effect of valUe creation,emotional value has a significant impact on both communities;the influence of information value in the information consulting community is greater than that in the emotional community,and the effect of entertainment value in the emotional community is greater than that in the information consulting community.