摘要
目前对虚拟社群参与动机的研究主要集中在受众端,以"使用与满足"及"社会认知理论"为主导范式。本研究尝试跳出使用者的行为分析框架,从虚拟社群关系的社会本质采探讨虚拟社群的参与动机。研究发现,虚拟社群的流动性特征,既满足了成员个体性表达,又实现了在共同体中的情感共应,因此成为虚拟社群参与的根本动机和交往基础。
Most previous researches on participation motivation of virtual community were audience-oriented, such as use and gratifications and social cognitive theory. This article aims to explore how the interaction and relationship influence on participation of virtual community. The results show that the ＂mobility＂ between individuality and collectivity encourage users to express themselves and build community identity, becoming the participation motivation and the base of communication on virtual community.
出处
《国际新闻界》
CSSCI
北大核心
2014年第9期6-19,共14页
Chinese Journal of Journalism & Communication
关键词
虚拟社群
参与动机
流动性
virtual community, participation motivation, mobility
