信息资源管理学报 ›› 2012, Vol. 2 ›› Issue (2): 55-61.

• 研究论文 • 上一篇    下一篇

在线社区用户忠诚度影响因素研究

周芬   

  • 收稿日期:2011-12-26 出版日期:2012-06-26 发布日期:2012-06-26
  • 作者简介:周芬,女,硕士研究生,研究方向为信息资源配置。

Study on Critical Factors of Users’ Loyalty to Virtual Community

Zhou Fen   

  • Received:2011-12-26 Online:2012-06-26 Published:2012-06-26

摘要:

网络社区作为Web2.0下的一种新型媒体,致力于为用户之间的交流与互动提供服务,确保用户积极参与社区活动,投身社区建设。网络社区的用户是其生存与发展的重要力量。本研究以前人研究成果为理论基础,建立了一个考察网络社区用户忠诚行为影响因素的概念模型。运用问卷调查和结构方程模型进行实证研究。研究发现,社区对用户交流的支持、贡献认可、表达自由都对用户的社区责任感有着正向显著影响。同时,用户的社区责任感又正向显著影响着用户对社区的忠诚。本研究能为网络社区的建设与发展提供参考和建议。

关键词: 网络社区, 用户忠诚度, 影响因素

Abstract:

The virtual community as an emerging media of Web 2.0, is dedicated to provide service for communication and interaction between users and ensure that the users take active part in community activities and community construction. Users are critical for the survival and development of virtual community. This study, based on previous research results, built up a conceptual model. Then empirical data is collected from questionnaire and Structural Equation Modeling (SEM) is used to test the conceptual model. The results indicate that support for member communication, recognition for contribution to community and freedom of expression have positive effect on community commitment. And community commitment positively affects on users' loyalty to community. This study provides reference and suggestions for the development of community.

Key words: Virtual community, Users’loyalty, Critical factors

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