在线用户社区用户贡献行为形成机制研究：在线社会支持和自我决定理论视角

摘要/Abstract

摘要： 在线用户社区用户贡献行为研究颇为学界关注，用户贡献行为形成机制的理论研究尚待完善。基于刺激-有机体-反应（stimulus-organism-response）经典理论框架，整合在线社会支持与自我决定理论构建在线用户社区用户贡献行为形成机制理论模型。运用SPSS和AMOS分析小米在线社区和华为在线社区398份有效调查问卷，数据结果表明：在线社会支持（在线信息支持和在线情感支持）既能直接对用户贡献行为产生正向显著影响作用，同时能通过显著影响用户自我决定感（自我归属感和自我胜任感），进而间接显著影响其贡献行为形成。中介效应检验显示：在线社会支持到用户贡献行为产生过程中，用户自我决定感（自我归属感和自我胜任感）存在部分中介作用，包括四条具体转化路径。本研究解析了在线用户社区用户贡献行为内在机制，拓展了用户贡献行为机制的整合理论研究，为引导在线用户社区用户贡献行为提供了理论与实践指导。

关键词: 在线用户社区, 用户贡献行为, 在线社会支持, 自我决定感, S-O-R理论

Abstract: User contribution behavior is important to the growth of enterprise-based online user community, but little attention has been paid to the user contribution behavior formation process mechanism. Introducing the stimulus-organism-response (S-O-R) theory as the overall framework, from the perspective of combined two classic theories, namely online social support theory and self-determination theory, this paper proposes the formation mechanism model of user contribution behavior in online user community. Based on the data of 398 online community user questionnaires, the conclusions show that the online social support, including two variables of online information support and online emotional support, have a direct positive impact on the variable of user contribution behavior, while the online social support, including online information support and online emotional support, can significantly indirect influence user contribution behavior through significantly affecting two variables of sense of belonging and sense of competence, respectively. The mediating test further proves that both sense of belonging and sense of competence play an important part mediating role. This study reveals the internal transformation mechanism of user contribution behavior, confirming the important role of online social support and self-determination in the formation process of user contribution behavior. At the end of the paper, management suggestions on how to guide user behaviors are given.

Key words: online user community, user contribution behavior, online social support, self-determination theory, S-O-R theory

秦敏, 李若男. 在线用户社区用户贡献行为形成机制研究：在线社会支持和自我决定理论视角[J]. 管理评论, 2020, 32(9): 168-181.

Qin Min, Li Ruonan. Understanding Online User Community User Contribution Behavior Formation through Online Social Support and Self-determination Theory[J]. Management Review, 2020, 32(9): 168-181.

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