促进用户粘性的虚拟社区技术与管理设计创新——基于实证的研究

被引：31

作者：

杨冠淳

卢向华

机构：

[1] 复旦大学管理学院

来源：

研究与发展管理 | 2009年 / 21卷 / 05期

关键词：

虚拟社区; 技术设计; 管理设计; 用户粘性;

D O I：

10.13581/j.cnki.rdm.2009.05.002

中图分类号：

TP391.9 [计算机仿真];

学科分类号：

080203 ;

摘要：

构建一个理论模型解释虚拟社区的技术设计属性和管理设计属性如何影响用户所感知的效用性、娱乐性以及归属感,从而促进虚拟社区用户的粘性.以国内多个休闲虚拟社区的用户为样本,搜集了247份有效问卷对该模型进行实证检验,分析结果表明娱乐性及归属感是影响用户持续参与的主要动机,而个性化服务、社区基础设施、基于活动的交流机会,以及社区朋友圈感知则是显著影响用户持续参与的技术与管理设计因素.文章可以帮助虚拟社区的运营者有效地改进社区技术与管理的设计,以促进用户的持续参与,进而增加用户的粘性.

引用

页码：29 / 38

页数：10

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