网络地方社群用户参与行为影响因素研究

Influencing factors of user participation behavior in virtual community of place

网络地方社群是人们在网络空间社会聚合的一种重要形式。为什么一些地方社群十分活跃,而另外一些却沦为赛博“鬼村”?目前尚没有针对性的研究。以上海地方论坛宽带山为例,从使用满足理论、社会影响与情感依恋理论,以及信息系统维持理论的综合视角出发,对在线调查采集的331位用户数据进行结构方程分析,考察使用满意度、关系承诺和环境满意度对用户社群参与行为的影响。研究发现,关系承诺对参与行为影响最显著,使用满意度通过关系承诺间接影响参与行为,而环境满意度对参与行为无显著影响。由此证明网络地方社群的活跃与否,关键在于“关系承诺”的营建。

Virtual community of place is an important form of social aggregation online.Why are some place communities active,while others become“cyber ghost towns”?There is not in-depth study about this question.Based on a survey of 331 users of the well-known on-line local forum for Shanghai KDS,the research borrows three key concepts from the uses and gratifications paradigm,social influence theory and the IS continuance model,to explain user participatory behavior in place virtual community.The result of Mplus 6.0 structural equations shows that commitment has a directly significant influence on user participatory behavior.User satisfaction has impact on participatory behavior which is mediated by commitment.Env ironment satisfaction has no significant influence.This result shows commitment plays the key role in determining whether a place community is active or not.