基于整合型科技接受与使用模型的网络社群参与行为研究：以豆瓣网为例

The Research on Network Community Participation Behavior Based on Unified Theory of Acceptance and Use of Technology:Taking Douban Website as an Example

互联网的普及与快速发展,催生出网络社群这样一种新的互动模式群体。豆瓣网作为中国最成功的Web2.0网站之一,具有广泛的用户群体与代表性。以豆瓣网为研究对象建立整合型科技接受与使用模型,旨在揭示用户网络社群参与行为的影响因素及其作用机制。结果表明,绩效期望、社会影响正向影响用户的网络社群参与意愿;绩效期望、努力期望、社会影响、使用意愿正向影响用户的网络社群参与行为;促成因素对用户的网络社群参与行为没有显著影响;性别的调节效应不显著,使用经验在努力期望对用户网络社群参与意愿的影响关系中具有调节效应。

With the increasing popularity and development of the Internet, a new mode of interactive groups named network community come up. Douban Website, one of the most successful Web 2.0 website in China gains praise from users. Based on the Unified Theory of Acceptance and Use of Technology, this study aims at examining the factors that affect the participationbehavior of network website users by the example of Douban Website. The results are ： （1） performance expectancy, effort expectancy, social influence have a positive impact on the using willingness of network community; （2） performance expectancy, effort expectancy, social influence, using willingness have a positive impact on the using behavior of network community; （3） facilitating conditions have no significant impact on the behavior of network community; （4） the moderating effect of gender is not conspicous, but the performance expectancy-using willingness relationships aremarkedly moderated by experience with network community.