从访客到会员:虚拟品牌社区网页游戏化信息展示对用户加入意愿影响的研究

From Visitors to Members:Research on the Influence of Gamified Information Presentation of Virtual Brand Community Website Pages on Users Participation Intention

[目的/意义]探究虚拟品牌社区网站页面游戏化信息展示对用户加入意愿的影响,为虚拟品牌社区网站页面内容设计提供针对性指导建议。[方法/过程]基于S-O-R模型,构建虚拟品牌社区网站页面游戏化信息展示、用户趣味性感知、用户游戏化涉入及用户加入意愿间的影响作用框架模型,并通过情景模拟实验检验该模型的有效性。[结果/结论]虚拟品牌社区网页游戏化信息展示能够显著提升用户加入意愿,用户趣味性感知在社区网页游戏化信息展示与用户加入意愿关系中起显著中介作用,用户游戏化涉入在社区网页游戏化信息展示与用户趣味性感知关系中起正向调节作用。本研究证实了虚拟品牌社区网站页面游戏化信息展示在用户行为决策中发挥的重要作用,也为虚拟品牌社区网页设计者提供了有益的实践指导。

[Purpose/Significance]This study aims to explore the influence of gamified information presentation of virtual brand community website pages on users participation intention,in order to provide targeted guidance and suggestions for the content design of virtual brand community website pages.[Method/Process]Based on the S-O-R model,a framework model was constructed to investigate the effects of gamified information presentation,user perceived playfulness,user gamification involvement,and users participation intention.The effectiveness of the model was tested through situational experiments.[Result/Conclusion]The gamified information presentation of virtual brand community website pages significantly enhances users participation intention;User perceived playfulness plays a significant mediating role in the relationship between gamified information presentation and users participation intention;User gamification involvement plays a positive moderating role in the relationship between gamified information presentation and user perceived playfulness.This study confirms the important role of gamified information presentation of virtual brand community website pages in users behavior decision-making process and provides practical guidance for virtual brand community website designers.