虚拟社区中个人需求、共享动机与竞优行为

›› 2018, Vol. 30 ›› Issue (6): 112-122.

虚拟社区中个人需求、共享动机与竞优行为

侯楠¹, 赵希男¹, 杨皎平²

1. 东北大学工商管理学院, 沈阳 110169;
2. 青岛科技大学经济与管理学院, 青岛 266042

收稿日期:2016-07-19 出版日期:2018-06-28 发布日期:2018-06-25
通讯作者: 赵希男(通讯作者),东北大学工商管理学院教授,博士生导师,博士
作者简介:侯楠,东北大学工商管理学院博士研究生;杨皎平,青岛科技大学经济与管理学院教授,硕士生导师,博士。
基金资助:
国家自然科学基金项目（71502017；71271048）。

Individual Needs, Sharing Motivation and Jingyou Behavior in Virtual Communities

Hou Nan¹, Zhao Xi'nan¹, Yang Jiaoping²

1. School of Business Administration, Northeastern University, Shenyang 110169;
2. School of Economics and Management, Qingdao University of Science & Technology, Qingdao 266042

Received:2016-07-19 Online:2018-06-28 Published:2018-06-25

摘要/Abstract

摘要：

文章首先探索了虚拟社区竞优行为的结构，通过验证得出虚拟社区竞优行为是一个包括探究行为与优良展示行为的两维构念；然后以个人需求理论为基础，将个人需求分为自我表现需求和社交需求两个维度，实证分析了虚拟社区中个人需求对竞优行为的影响、共享动机在个人需求与竞优行为之间的中介作用，以及网络人际信任对个人需求与共享动机关系的调节作用。实证分析表明：自我表现需求正向影响社交需求和优良展示行为，社交需求对竞优行为的两个维度均有正向影响；共享动机在社交需求与竞优行为之间起到了完全中介作用，在自我表现需求与优良展示行为之间均起到了部分中介作用；网络人际信任程度越高，个人需求对共享动机的正向影响便越强。

关键词: 虚拟社区, 竞优行为, 个人需求, 共享动机, 网络人际信任

Abstract:

This paper first explores the structure of Jingyou behavior, and proves that Jingyou behavior includes two dimensions structure, which is inquiry behavior and excellent display behavior. On the basis of individual needs theory, this paper decomposes individual needs into two dimensions:self-expression needs and social needs, and then analyzes the effect of individual needs on the Jingyou behavior in virtual community, the mediating role of sharing motivation between individual needs and Jingyou behavior, and the moderating effect of online interpersonal trust on the relationship between individual needs and sharing motivation. Empirical analysis shows:self-expression needs have a positive effect on social needs and excellent display behavior, and social needs have a positive effect on two dimensions of Jingyou behavior; sharing motivation between social needs and inquiry behavior plays a mediating role, and a partial intermediary role between the two dimensions of individual needs and excellent display behavior. The positive effect of individual needs on sharing motivation is stronger when online interpersonal trust degree is higher.

Key words: virtual communities, jingyou behavior, individual needs, sharing motivation, online interpersonal trust

侯楠, 赵希男, 杨皎平. 虚拟社区中个人需求、共享动机与竞优行为[J]. , 2018, 30(6): 112-122.

Hou Nan, Zhao Xi'nan, Yang Jiaoping. Individual Needs, Sharing Motivation and Jingyou Behavior in Virtual Communities[J]. , 2018, 30(6): 112-122.

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