基于元分析的在线社区用户转移意愿影响因素研究

Research on Influencing Factors of Users Switching Intention in Online Community Based on Meta-analysis

[目的/意义]目前在用户转移意愿影响因素主题下已有较多相关研究,但不同研究实证结果不尽相同。[方法/过程]本研究对检索筛选后得到的国内外与在线社区用户转移意愿影响因素相关的38篇实证研究进行元分析,定量综合检验了不同因素对在线社区用户转移意愿的影响程度,和可能引起不同研究间影响程度差异的调节变量。[结果/结论]元分析结果显示,在纳入元分析的15个影响因素中,相对匮乏性、网络义务性和感知价值与用户转移意愿的相关关系最强,感知娱乐性与用户转移意愿的相关关系最弱。社区类型作为调节变量影响感知娱乐性、不满意度、替代品吸引力、网络义务性、感知有用性以及感知价值6个因素与用户转移意愿的关系。

[Purpose/Significance]At present,there have been a lot of relevant studies under the topic of influencing factors of users switching intention,but the empirical results of different studies are different.[Method/Process]This study conducted a meta-analysis on 38 domestic and foreign empirical studies related to the influencing factors of users intention to switch in online communities after retrieval and screening,quantitatively and comprehensively examined the influence degree of different factors on users intention to switch in online communities,as well as the moderating variables that may cause differences in the influence degree among different studies.[Result/Conclusion]The results of the meta-analysis showed that among the 15 influencing factors included in the meta-analysis,relative deprivation,network obligation and perceived value had the strongest correlation with users switching intention,while perceived entertainment had the weakest correlation with users transfer intention.As a moderating variable,community type affected the relationship between perceived entertainment,dissatisfaction,attraction of alternatives,network obligation,perceived usefulness,perceived value and users switching intention.