【作者】 李彩丽；

【导师】 汪涛；

【作者基本信息】 广西大学 ， 国际贸易学， 2015， 硕士

【摘要】 随着虚拟社区快速发展,社区之间的竞争越来越激烈,用户使用率也越来越低,用户知识共享行为次数也随之下降。这不仅会减少虚拟社区“流量”导致收益下降,也会威胁着虚拟社区长久发展。因而,找出影响用户知识共享行为的影响因素成为经营者关注的主要问题之一。然而,纵观目前研究,多数研究成果提出来的影响因素实际操作性比较弱,于经营者而言,比较具有操作性的影响因素,如社区奖励,研究又不够具体,得出的结论差异较大,难以应用。另外,研究成果获得的解释因素也主要解释用户知识共享的当前行为,对用户后期行为是否受到影响并没有得到解释。故而,基于这样的背景,本文将重点讨论虚拟社区奖励计划与用户知识共享持续意愿之间的关系。为了实现研究目标,本文以知识共享型虚拟社区为研究对象,结合虚拟社区知识共享持续模型和奖励计划感知价值理论提出本文研究理论模型,通过问卷调查数据分析和结构方程模型检验得出如下结论：在知识共享型虚拟社区中,用户对以往知识共享经历的满意度直接正向影响用户知识共享持续意愿；用户对虚拟社区奖励计划的情感价值感知是影响用户满意度的重要因素,并通过用户满意度间接对用户知识共享持续意愿产生积极作用；用户对虚拟社区奖励计划的实用价值感知是用户对虚拟社区奖励计划情感价值感知形成的重要影响因素,情感价值感知的增加又会促成用户满意度的提高,进而影响用户知识共享持续意愿；另外,用户对虚拟社区奖励计划的实用价值感知和情感价值感知都没有对用户知识共享持续意愿产生直接影响,用户奖励计划实用价值感知也没有对用户满意度产生直接影响,但是可以经过用户奖励计划情感价值间接影响用户满意度。更多还原

【Abstract】 The development of virtual communities has stimulated the competition of different kind of virtual communities. With more and more users reducing their knowledge sharing behavior, the user flow of virtual community has been decreased which leads to the decline of virtual communities’revenue, and these will threaten long-term development of virtual communities. Finding out the factors that affect user knowledge sharing behavior has become one of the main problems that the virtual communities’operator care about.However, based on the current researches, the influence factors of most research results showed couldn’t be used in practical operation. And some of factors, such as rewards program of virtual community, which can be used in practical operation, were few in specific research and the results were confuse. In addition, the factors showed by the researchers just can explain the users’ prior knowledge sharing behavior but not the post. Therefore, based on this background, this paper will focus on the relationship between the rewards program of virtual community and user’s knowledge sharing continuous intention.According to the study’s online survey of 256 knowledge sharing users in knowledge sharing virtual communities and SEM analysis, the result suggests that: users’continuance intention of knowledge sharing is determined by their satisfaction with knowledge sharing experience. Users’emotional value perceived from rewards program of virtual community has direct positive effect on user satisfactions. And User’ utilitarian value perceived from rewards program of virtual community has indirect effect on user satisfaction by user’ s emotional value.更多还原