非交易型虚拟社区用户体验对持续使用意向的影响研究

A Research on the Influence of User Experience on the Continuance Intention of Non-trade Virtual Community

近年来,随着虚拟社区数量的增多和虚拟社区参与自愿性的特点,保留现存用户并鼓励他们持续参与对虚拟社区建设者来说是一个很大的挑战。本研究从体验的视角提出了非交易型虚拟社区用户持续使用意向的研究模型。实证研究的结果表明,虚拟社区的功利体验、享乐体验和社交体验直接影响感知个人收益和用户满意,最终影响用户持续获取信息和持续提供信息的意向。此外,研究结果还发现大部分用户使用虚拟社区偏重信息的持续获取,小部分用户偏重信息的持续提供。社交体验在三种体验的维度中对感知个人收益的影响权重最大,表明用户参与虚拟社区最重视社交功能。上述结论对管理实践具有一定的启示意义。

In recent years, with the increasing number and voluntary participation of virtual communities, it is a challenge to retain existing users and encourage their continued participation. This study proposes a research model to investigate users continuance intention in virtual community from the perspective of experience. Based on the empirical study results, we find that utilitarian experience, hedonic experience and social experience directly affect perceived individual benefits and user satisfaction, which ultimately determine user continuance intention to get and to provide information. Furthermore, the study result finds that most virtual community users prefer to get information, and a small number of users love to provide information. Social experience weights the largest among the three experience dimensions. The conclusions have a certain significance on management practice.