虚拟社群信任网络的生成与维系:以广州两个跑群为例

Generation and Maintenance of Trust Network in Virtual Communities:Case Studies of Two Running Virtual Communities in Guangzhou

信任网络的生成与维系是虚拟社群生存发展的内在核心机制。虚拟社群的信任网络主要由成员对社群组织、成员对社群组织者、成员人际之间三个信任层面构成。通过三个信任层面各影响因素在重要性上的描述性分析,人口统计学特征、成员行为特征与三个信任层面各影响因素的单变量方差分析,以及三个层面之间的相关性分析,研究发现交流环境、组织管理、专业指导、社会资本、忠诚度等因素是影响虚拟社群信任网络生成的重要因素。因此,要维系虚拟社群的信任网络,在成员对社群组织层面,应改善交流环境和组织管理;在成员对社群组织者层面,应发挥专业能力和社会资本;在成员人际之间层面,应提高成员忠诚度和能力素养。

Generation and maintenance of the trust network is the internal core mechanism for existence and development of virtual communities. Trust network of virtual community is mainly composed of three parts, including members＇ trust in community organization, members＇ trust in community organizers, interpersonal trust. By descriptive statistics of different influence factors on the three parts of trust network, One-Way ANOVA between demographic characteristics, behavioral characteristics and different factors of those three parts, correlation analysis on three parts of trust network, we found that factors such as communication environment, organization management, professional competence and social capital are the important factors that will effect the generation of trust network of virtual community. Therefore, to maintain the trust of virtual community, we should improve communication environment and organization management in terms of members＇ trust in community organization; make full use of professional competence and social capital in terms of members＇ trust in community organizers; enhance members＇ loyalty and competence in terms of interpersonal trust.