社会资本对网络群体行为影响的理论和实证分析

网络群体行为的影响因素和作用机理是以虚拟社区及其情境为载体的，可以从社会资本不同维度进行研究，这个问题的研究对象、基本架构及相应的理论分析，可通过虚拟社区平台为参照来建构分析模型。文章采用SEM技术对所建构的理论模型进行了分析讨论和实证检验，得出的重要结论是，在网络群体成员的关系网络中，社会资本对网络群体行为具有正向影响作用。文章讨论了西方学者所讨论的社会资本的结构维度、关系维度和认知维度的相关论述，认为社会资本不同维度对网络群体行为的作用是不同的；关系维度对网络群体行为的正向影响最为显著，结构维度对网络群体行为的促进作用要大于认知维度对网络群体行为的促进作用；通过对社会资本三维度影响网络群体行为的研究，文章在理论上对虚拟社区的网络群体行为有了一个从理论逼近现实的认识。

The Theoretical and Empirical Analysis of Effect of Social Capital on the Network Group Behavior

The influence factor and functioning mechanism of network group behavior are based on virtual community and its situation as the carrier, and it can be studied from different dimensions of social capital. For the research subject, basic framework and related theoretical analysis, the analyzing model can be built with the virtual community platform as reference. The built theoretical model is analyzed, discussed and verified through empirical experiment by SEM technology, reaching the important conclusion that among the network of relations between network group members, social capital has positive effect on the network group behaviors. This paper discusses the relational dimension, structural dimension and cognitive dimension of social capital based on ideas from western researchers and the thought that different dimensions of social capital mentioned above have different effects on the network group behavior is concluded; the relational dimension has the most significant positive effect on the network group behavior, and the effect of structural dimension is greater than the cognitive dimension on the network group behavior; through the research on the influence of three dimensions of social capital on the network group behavior, the knowledge of the network group behavior of virtual community in theory goes through a process from theory to reality.