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虚拟社区持续参与的动力机制：基于初始和持续动机比较
发表时间：2015-04-30 浏览量：1877 下载量：873
| 全部作者： | 楼天阳，宋金柱，钱雅乐，张喆 |
| 作者单位： | 浙江工商大学工商管理学院；复旦大学管理学院 |
| 摘 要： | 研究从虚拟社区运营者角度将持续参与分为4个维度进行测量，并采用自我决定论（theory of self-determination，SDT）和动机导向2个理论框架，探讨社区成员在持续参与过程中的动机演变。结果发现：在初始和持续2个阶段，利他、声誉都是对参与程度影响最大的动机，而且在持续阶段对参与行为的影响要比初始阶段更为强大; 不同导向动机对参与行为影响存在差异，且在持续参与群组中更为明显。研究结论可以指导社区管理者设计激励政策来获得新用户以及实现成员的持续参与。 |
| 关 键 词： | 营销管理；持续参与；内部动机；外部动机 |
| Title： | Dynamic mechanism of continued participation of members in virtual community: the comparison of initial motivation and sustained motivation |
| Author： | LOU Tianyang, SONG Jinzhu, QIAN Yale, ZHANG Zhe |
| Organization： | School of Business Administration, Zhejiang Gongshang University; School of Management, Fudan University |
| Abstract： | From a virtual community operator perspective, sustained participation was measured in 4 dimensions. Drawing on the motivation theory of self-determination (SDT) and motivation orientation, our study was contributed by revealing what initial motivations will erode over time, and how these motivations influence sustained participation behavior in the initial stage and continued stage. Firstly, the altruism and reputation are the dominant motivations on community participation, and have the stronger influence on sustainer group than initial group. Secondly, the self-oriented and other-oriented motivations have different influences on participation behavior, and this relation is more obvious in the sustained group than initial group. The results can guide managers in designing the incentive policy to attain new incomers and achieve members’ sustained participation. |
| Key words： | marketing management; sustained participation; internal motive; external motive |
| 发表期数： | 2015年4月第8期 |
| 引用格式： | 楼天阳，宋金柱，钱雅乐，等. 虚拟社区持续参与的动力机制：基于初始和持续动机比较[J]. 中国科技论文在线精品论文，2015，8（8）：830-838. |
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