Individual Needs, Sharing Motivation and Jingyou Behavior in Virtual Communities

Abstract

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

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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