Research on the Continuous Participation of Virtual Brand Community in Decision-Making Based on Social Influence Theory

Based on the social influence theory,the influence of virtual brand community members’perceived value on social influencing factors is discussed,and the influence of social influencing factors on virtual brand community members’continuous participation in decision-making is analyzed.Through an empirical analysis of the survey data of Xiaomi users in the Xiaomi Community,the results showed that the perceived value of virtual brand community members significantly and positively affects social influencing factors,which also significantly and positively affect the members’continuous participation in virtual brand communities.Therefore,only by sharing valuable information resources and improving the efficiency of information flow,thereby enhancing the perceived value of the community and increasing the stickiness of members to the virtual community,will we have an opportunity to enhance the interaction among members and effectively promote continuous participation in community activities through the strong bonds formed among members.

Empirical Analysis on Influence Mechanism of Cohesiveness and Collective Efficacy of Virtual Community Based on Triadic Reciprocal Determinism

The virtual community has become a new life style as for human,but the public's acceptance is relatively low at present.So the research about the mechanism of the influence on the cohesiveness and the collective efficiency in virtual community has an important theoretical value and practical value.In the paper,the key variables that affect virtual community cohesiveness are extracted from two aspects—self-perception of community members and community environment,and the influence mechanism model of virtual community cohesiveness and community collective efficiency is established based on Triadic Reciprocal Determinism.By means of the questionnaire on the community members and the empirical analysis,the key factors influencing cohesiveness of virtual community are brought up,as well as the mechanism that the four dimensions of cohesiveness work,on collective efficiency.According to the results,it is practically meaningful that the problems and insufficiency in the operation of existing virtual community are discovered,which guides the operating managers of the virtual community to formulate operation policy of the virtual community for operating managers to develop strategies.

Antecedents of Microblogging Users’Purchase Intention Toward Celebrities’Merchandise:Perspectives of Virtual Community and Fan Economy

Over the last few decades,cross-fertilization between marketing and fandom studies in a mediated world has been rare,hindering the knowledge development for marketing practitioners in the Chinese fan economy context.The purpose of this study is to find and establish a conceptual framework that includes Online Interaction(OI),Parasocial Relationships(PSR)and virtual fan communities on Weibo,and how these contributory factors embedded in the interplay process of digital fandom practices in terms of enhancing fans’Purchase Intention(PI)and media consumption behaviours toward the celebrities’merchandise.Using an online survey instrument,this research collected 294 completed responses from fans who had online interactions with celebrities and engagement of virtual fan communities on Weibo.Key results and findings provided a clear framework of four antecedents based on the conceptual model and indicated that the high intensity of OI led to higher levels of the perception of PSR and the Sense of Virtual Community(SOVC).Increased PSR and the SOVC can be seen as significant positive predictors of the PI(a part of consumer identity construction as a fan)also.This study revealed the underlying mechanism of an emerging marketing genre,also provide useful implications of audiences’digital marketing practices for marketers,celebrities and policymakers.

How to Make Virtual Community More Active and Cohesive:From Brand and Perceived Protection Perspectives

With the increasing popularity of the Internet and mobile Internet, the Virtual Community （VC） is becoming an important medium for person-to-person communication. To realise the potential of the VC, it is neces- sary to cultivate within it good group cohesion and vitality. Using empirical and experimental research methods, this study explores the ef- fect of users＇ trust in the VC Platform （VCP） on group cohesion and vitality and how brand and perceived privacy security can affect us- ers＇ trust in the VC. The research results indi- cate that the brand of the VCP can directly af- fect users＇ trust in the VC, and can also influe- nce it indirectly through users＇ perceived pri- vacy protection and perceived security protec- tion. Further, this study also confu＇ms that the performance of the VC （group cohesion and vitality） is significantly affected by users＇ trust in the VC. The results of this study can provide theoretical guidance for internet companies to maintain and enhance the value of VCs.

Research on Application of Data Mining in Virtual Community of Foreign Language Learning

The construction of virtual community in foreign language learning is a comprehensive foreign language learning environment integrated with foreign language vocabulary database construction and vocabulary retrieval, combining the virtual reality technology to construct the language environment of foreign language learning. The virtual community of foreign language leaming can improve the sense of language authenticity in foreign language learning and improve the quality of foreign language teaching. A method of building a virtual community for foreign language learning is proposed based on data mining technology, data acquisition and feature preprocessing model for building semantic vocabulary of foreign language learning is constructed, the linguistic environment characteristics of the semantic vocabulary data of foreign language learning is analyzed, and the semantic noumenon structure model is obtained. Fuzzy clustering method is used for vocabulary clustering and comprehensive retrieval in the virtual community of foreign language learning, the performance of vocabulary classification in foreign language learning is improved, the adaptive semantic information fusion method is used to realize the vocabulary data mining in the virtual community of foreign language learning, information retrieval and access scheduling for virtual communities in foreign language learning are realized based on data mining results. The simulation results show that the accuracy of foreign language vocabulary retrieval is good, improve the efficiency of foreign language learning.

Research on Incentive Mechanism of Virtual Community Knowledge Sharing

With the continuous development of Internet technology, the network has become an important part of people＇s lives, the emergence of virtual communities is promoting the deep interaction oflntemet users, but it is found that the virtual community ＂diving party＂ is more and more through investigation and literature research, The quantity and quality of knowledge sharing are declining. Therefore, this paper summarizes the behavior and influencing factors of knowledge sharing in virtual community through literature research and investigation and research. At the same time, through the research of incentive theory, the author has obtained the incentive method and content of knowledge sharing, and established the incentive mechanism. The bright spot is to perfect the theory of knowledge sharing while transforming theory into practice, and to provide suggestions for the development of incentive mechanism of virtual community.

Library Network Virtual Community Model Building

This paper analyzed and expounded on library network virtual community construction, building library website virtual community function model, revealing resource advantage, service advantage, competition advantage, and cultural brand advantage around the platform of network virtual community.

Library Network Virtual Community Model Building

. This paper analyzed and expounded on library network virtual community construction, building library website virtual community function model, revealing resource advantage, service advantage, competition advantage, and cultural brand advantage around the platform of network virtual community.

The Supernetwork Model of Social Networking Services

The unique ways of information organization and dissemination was examined through the microblog and the real-name social network as the representatives of the new virtual social networks. In order to discuss the interrelation and interaction of the two dimensions-topic and user, a supernetwork model was established based on the supernetwork research method. Through the actual data, a supernetwork topology diagram and the changing rule of user participation were attained. And it was concluded that the key factor of dealing with emergent online public sentiment should start with affecting the opinions of key figures, whose opinions would further affect the public opinions.

Assessment of Quality of Service of Virtual Knowledge Communities

An assessment method for the quality of service （QoS） of virtual knowledge communities （VKC） is proposed based on fuzzy theory and analytic hierarchy process （AHP）. The QoS is evaluated in terms of Website design, reliability, responsiveness, trust, personalization, and information quality. The cognitive QoS and the QoS evaluated by assessors are compared to analyze which QoS of the VKC should be improved urgently and which indicators keep leading positions, and to assist administrators of the VKC on measuring and understanding current status and implementation effect of the QoS.

Live Journal An Initiative to Enrich a Teacher-Educators＇ Conference

Case study research investigated the launching of an innovative Live Journal, as part of a professional social network, during international conference held in Israel on the subject of teacher training. Research literature notes various publications used to record research and academic materials, but talks less about tools accompanying academic conferences. As far as could be ascertained no online ＂live journal＂ has served the needs of a professional conference. To understand the process and contribution of the Live Journal, qualitative study was chosen, using categorical analysis to interpret materials uploaded by participants on the journal. Additionally, in-depth interviews exposed participants＇ voices and interpretations. The research aimed to identify factors encouraging or hindering the initiative＇s success, patterns of participation, participants＇ characteristics, writing styles and incumbent difficulties and aimed to present a model for optimal operation of the Live Journal. Findings indicate essential components for the journal＇s success include： participants, technology and marketing, noting the importance of each component and their correlation with other components. The journal＇s potential to assist construction of a professional community, and act as an impetus for professional development and familiarity with other professionals in the field indicates the importance of the journal and constitutes the key for success.

Individual knowledge sharing behavior in dynamic virtual communities： the perspectives of network effects and status competition

Purpose： While most literature concerning knowledge sharing examines it as an organizational method for innovation and value creation, this paper considers online knowledge sharing as an individual behavior decision embedded in a virtual community. We attempt to explore which sharing behavior can help individual participants gain a better position in an online community, improving social status, reputation, and other social networking interests. Design/methodology/approach： We collected and measured the knowledge sharing activities and discussion from a Chinese online expertise knowledge network in Business Management Consulting. We tested the mediating effects of the sharing behavior of the major members of the online knowledge network on members＇ status （network centrality） in different time units （days）. Findings： In a dynamic virtual community, the direct result of knowledge sharing behavior is reflected in the individual status position （the degree of node centrality）. At the same time, individual knowledge sharing behavior has an ＂inertia effect＂： individual prior status （the degree of node centrality） affects current knowledge sharing behavior, while current knowledge sharing behavior affects current status in the knowledge network, forming an inertial circuit between personal behavior and network status. Originality/value： We expound the theory of individual knowledge sharing in the context of an inter-person dynamic virtual community; we provide action ＂strategies＂ for individual knowledge shating behavior choice, for better understanding the nature of individual knowledge behavior, and we also propose and test the ＂inertia effect＂ of knowledge sharing behavior and the knowledge network, and demonstrate the theory of network effects from an individual perspective.