新媒体环境下网络社群情境信息共享因素研究对了解网络社群行为及推动网络社群的专业化和品牌化发展具有重要作用.本文基于信息生态群落视角,从"感知协同性"、"感知集聚性"和"感知互动性"三个外部变量入手,构建新媒体环境下网络社群用户情境信息共享影响因素模型,并通过问卷调查和结构方程模型进行实证分析.数据结果表明,"感知协同性"、"感知集聚性"和"感知互动性"对用户的情境信息共享意图以及共享行为具有积极的影响作用,影响系数从大到小排列依次为感知集聚性、感知互动性和感知协同性.本文通过探究新媒体环境下网络社群用户情境信息共享的影响因素,指出网络社群应从"感知协同性"、"感知集聚性"和"感知互动性"三个方面提升社群服务品质,以促进社群成员的情境信息共享意图和行为,进而优化网络社群信息生态.%Researches into the factors of context information sharing in network communities under the new media environment play an important role in an understanding of user behaviors of network communities, and promoting the specialization and brand development of a network community. Based on the perspective of an information ecology community, this paper constructed a theoretical model of context information sharing of network community users. In addition, we conducted an empirical analysis through a questionnaire survey and using SEM. The results indicate that perceived synergy, perceived agglomeration, and perceived interactivity have positive effects on user context infor-mation sharing intention and sharing behavior. The order of influence of the coefficients, from large to small, was the perceived agglomeration, perceived interactivity, and perceived synergy. This paper pointed out that the network community should improve the quality of community service from the perceived synergy, perceived agglomeration, and perceived interactivity to promote the context information sharing intention and behavior of community members, and then optimize the information ecology of the network community.
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