“大数据”平台用户持续参与网络社区价值共创的动因及中介机制研究

The motivation of"Big Data"Users'Continuous Participating in the Value Co-creation of Online Communities

近年来,网络社区已成为顾企协作共创价值的重要平台,其形成机制与影响因素备受学界和业界关注。本文以具有网络社区参与经验的用户为研究对象,构建了网络社区用户持续参与价值共创的动因机理模型,并利用收集的315份有效样本数据和路径分析法进行了实证检验。实证结果表明:平台用户持续参与价值共创的众多动因中,用户价值感知类因素均存在显著正向影响,而平台特征因素仅存在部分直接影响作用;用户情感因素“社区认同”显著影响用户持续参与价值共创意愿,且社区认同在用户“认知”与“行为”间通过影响个体情感感知发挥中介作用。据此,提出了打造轻便型网站设施平台、建立社区互惠规范、增强内容娱乐性、设计社交提升通道、建立效能肯定机制等平台管理建议。

Virtual community has become an important platform for Gu enterprise value creation in recent years.Based on this background,this article builds a model of the impact mechanism of the continued participation of users on the value co-creation,and conducts empirical tests after collecting 315 valid sample data.The results show that:some website platform characteristics,user value perception and users'continued participation willingness is significantly affected by social variables of emotional variables positive impact;community identity plays an intermediary role between user"cognition"and"behavior"by affecting individual emotion perception.Thus,creating a lightweight website facility platform,establishing a community reciprocity norm,enhancing content entertainment are important.