情感体验维度下在线健康社区用户参与行为影响因素研究

Influencing Factors of User Participation Behavior in Online Health Community under the Dimension of Emotional Experience

[目的/意义]情感体验是用户与产品交互的纯主观感受,探究用户情感体验作用下在线健康社区的用户参与行为和影响因素对留存用户意义明显。[方法/过程]以25位在线健康平台的真实用户为研究对象,通过访谈获取研究资料。借助扎根理论对访谈原始资料进行编码,挖掘对在线健康社区用户参与产生作用的因素范畴,并基于“认知-情感递归模型”,构建情感体验维度下影响用户参与的因素模型与反馈机制。最后从199份调查问卷中筛选有效案例,基于fsQCA探究用户参与行为和情感反馈影响因素的组态。[结果/结论]编码提取的主范畴可划分为认知评估,情感体验与参与行为3个维度。实证结果发现认知评估会促进用户情感的产生,从而引发实际参与行为。参与过程中诸要素会相互影响,双向作用于用户参与行为和用户认知评估。组态条件分析发现,平台体验和需求动机是影响用户参与在线健康社区的核心条件,用户情感,环境和平台认知3个单因素变量不必然影响用户参与行为的产生。

[Purpose/Significance]Emotional experience is a purely subjective feeling of the interaction between users and products.Exploring user participation behavior and influencing factors in online health communities under the influence of user emotional experience has obvious significance for retaining users.[Method/Process]A total of 25 users of the online health platform were selected as the research objects.The semi-structured interview method was used,and the basic information of the interviewees was combined with the questionnaire.With the help of grounded theory,the original interview data were coded,and the factors influencing user participation in online health communities were analyzed.Then,the emotional experience and feedback mechanism model of user participation in online health communities was constructed by combining the"emotion-cognitive recursive model".Finally,effective cases were screened from the questionnaire,and the configuration of the influencing factors of user participation behavior and affective feedback was explored based on the principle of qualitative comparative analysis and calculation of fuzzy sets.[Results/Conclusions]Through the grounded theory coding,six factors affecting user participation behavior are obtained:risk perception,platform cognition,demand motivation,platform experience,user emotion and environment.Then combined with the cognitive-affective model,the seven main categories derived from the rooted coding were divided into three dimensions:cognitive assessment,affective experience and participatory behavior.The feedback mechanism of emotional experience after participating behavior is further studied.It is found that the cognitive evaluation including risk perception,platform cognition and demand motivation affects the emotional experience of users,thus affecting their actual participation behavior.In the process of user participation in online health community,the factors of cognitive assessment,emotional experience and participation behavior interact with each other,and have a two-way effect on user participation behavior and user cognitive assessment.Further verification by fuzzy set qualitative comparative analysis(fs QCA)shows that among the six factors affecting user participation behavior,platform experience and demand motivation are the core conditions affecting user participation in online health community,and the three single factor variables of user emotion,environment and platform cognition do not necessarily affect the generation of user participation behavior.The extraction of influencing factors and the definition of user behavior are not comprehensive,and some real variables and key engagement behaviors may be overlooked.In addition,there is an imbalance in the number of samples on each platform.Follow-up related research can improve the pertinence of the platform and expand the sample capacity.