In order to enrich the theoretical results of the influencing factors of knowledge contribution in virtual communities, this book conducts exploratory research on the psychology and behavior of customers participating in virtual communities. First, it reviews related research in related fields at home and abroad. This book introduces the concept, role and challenges of virtual communities, and reviews the psychological states and knowledge contributions of customers in virtual communities. It finds that the existing research shortcomings are mainly reflected in the following aspects: the lack of systematic theoretical framework research and empirical research on virtual community sense, commitment and knowledge contribution in the context of virtual communities, the lack of research on the mechanism of commitment driving community members' knowledge contribution, and the measurement method of knowledge contribution is not accurate enough. Based on this, the research perspective and research questions are proposed: to study the possible relationship mechanism between virtual community sense, commitment and knowledge contribution, and more importantly, based on virtual community, to study the possible mediating role of commitment between virtual community sense and knowledge contribution. Based on the research questions, this book also introduces relevant theories that influence customer psychology and behavior: social presence theory, relationship strength theory, social exchange theory, etc., Which lays a theoretical foundation for later analysis of the impact mechanism of virtual community sense on knowledge contribution in virtual community situations. Secondly, this book analyzes the relationship mechanism between virtual community sense-commitment-knowledge contribution in the virtual community context. The concept of virtual community sense and commitment is defined, and based on existing research, virtual community sense is divided into membership sense, influence and immersion, and commitment is divided into two dimensions: emotional commitment and calculative commitment. Then a model of the influence mechanism between the three variables was constructed, the main concepts in the model were defined, and the research hypotheses on the corresponding relationships between the variables were given.
Reader comments
The content of this book is very interesting and reminds me of my own experiences in online communities. Sometimes I share my knowledge and experience on some forums and get a lot of help from others. The relationship between virtual community feeling, commitment and knowledge contribution mentioned in this book helped me better understand the psychological mechanism behind this kind of communication. I think this is very helpful for us to communicate and learn better in the Internet age. I recommend it to you!
The content of this book is very interesting and reminds me of my own experiences in online communities. Sometimes I share my knowledge and experience on some forums and get a lot of help from others. The relationship between virtual community feeling, commitment and knowledge contribution mentioned in this book helped me better understand the psychological mechanism behind this kind of communication. I think this is very helpful for us to communicate and learn better in the Internet age. I recommend it to you!