内容型虚拟社区中的用户互动和融入:身份认同的中介效应

摘要

文章将内容型虚拟社区中的用户互动划分为求助和人际互动两个关键维度,确定身份认同之自我认同、社会认同的重要维度构成,构建用户互动通过身份认同的中介效应间接影响用户融入的理论模型.运用知乎社区270位用户的调查数据对理论模型进行实证检验.结果表明:求助对促进融入与协作融入均具有正向影响;人际互动仅对协作融入具有正向影响;求助仅对社会认同具有正向影响;人际互动对自我认同与社会认同均具有正向影响;自我认同和社会认同对促进/协作融入均具有正向影响;身份认同在用户互动影响融入的关系中具有中介效应.文章明确了内容型社区中用户融入的影响机制,从而为企业搭建和打造氛围良好的内容型社区提供了启示.%User interaction in a content-based virtual community is divided into two key dimensions:help seeking and interper-sonal interaction. And the identity consists of the two dimensions:self-identity and social identity. Constructing a theoretical model that user interaction indirectly affects user engagement through the mediating effect of identity. Using the survey data of 270 regis-tered users in the Zhihu community,the theoretical model was tested empirically. The results show that the help seeking in content-based virtual communities has a significant positive impact on promotion and cooperation engagement;interpersonal interaction only has positive impact on cooperation engagement; the help seeking has a significant positive impact on social identity; interpersonal interaction has positive impact on both self-identity and social identity;At the same time,self-identification and social identity have positive impact on promotion/cooperation engagement; identity plays a mediating role in the influence of user interaction on the engagement. This paper clarifies the impact of user engagement in content-based virtual communities,providing insights for organi-zations to build and create better content-based virtual communities.