虚拟社区消费者动机对信息共享行为的影响研究

从消费者动机的视角构建了虚拟社区信息共享行为模型,运用实证方法研究各个影响因素对信息共享行为的作用效果。通过发放调查问卷,收集样本,采用SPSS对收集到的数据进行分析。分析结果表明,信息共享行为的影响因素:愉快、兴趣、满意、互惠、形象声望和联系动机分别与信息共享意愿和信息共享行为呈显著正相关;信息共享意愿在动机和共享行为的关系中起部分中介的作用。

Research of virtual society consumer motivation's influence on information sharing behavior

This paper constructs the model of consumers＇information sharing behavior in virtual community from perspective of motivation, the article empirically studies the influencing factors in the communication of the Virtual Community. It conducts a survey in virtual communities, use statistical software SPSS to carry out reliable analysis. It comes out that intrinsic motivation （enjoyment. interest, satisfaction） and extrinsic motivation （self-image. reciprocal motivation and contacting motivation） can improve information-sharing effect. Information-sharing intention plays a mediating role between motivation and informationsharing behavior.