【摘要】 借鉴"认知—情感—意动"理论框架,从社区信息与网站特性、个体和群体3个方面探索在线用户社区成员认知因素对其社区持续参与意愿的影响。通过国内智能手机产品在线用户社区的问卷调查收集329份有效问卷,应用PLS结构方程模型进行模型验证。结果发现,社区信息与网站特性方面的感知信息质量、感知网站互动性以及个体层面的感知自我效能、感知社会提升对社区成员的社会存在感有显著促进作用;群体层面的感知相似性和感知信任对社会存在感和社区认同感都有促进作用。上述三方面因素又以社会存在感和社区认同感这两种情感因素为中介对社区成员的持续参与意愿产生积极影响。更多还原

【Abstract】 A theoretical model based on the "cognition-affection-conation"framework was built to explain the influencing factors on members’ continuance intention in online user communities,which proposed that members’ cognitions about website,individual,and group in an online user community influenced their affections(social presence and community identity),and then contributed to members’ continuance intention. 329 questionnaires from smartphone user communities were collected and the PLS structure equation model was used for data analysis. Result shows(1) about website,perceived information quality and perceived website interactivity had positive impacts on social presence;(2) at the individual level,perceived social enhancement and perceived self-efficacy had positive effects on social presence;(3) at the group level,both perceived similarity and perceived trust had positive effects on social presence and community identity;(4)social presence and community identity improved members’ continuance intention.更多还原