The Research Of Emotional Attachment In Virtual Community

In user-centered web2.0 time, the key factor for the existing and developing of non-transaction virtual community is the user-generated content. It must attract more members to join and to motivate users continue to log on. Meanwhile, with the rapid growth of the Internet, the virtual community operators start to imitate each other and the information system platform and functions are increasingly unified, makes it hard to distinguish the quality of virtual communities simply with cognitive perspective.User's behavior characteristics also started from rational decision-making behavior into a rational and emotional behavior. In this way, it has realistic significance to study continuous use of virtual communities in emotional perspective.Under the above backgrounds, based on the Self Extension theory, Attachment theory, and with the foundation of studies about the virtual community, this paper builds a research framework with virtual community users' emotional attachment of Extension Self.According to empirical study, researcher take the measurement among the user generated content, extension self, emotional attachment and the continuous use intentions. In this paper, how the users having emotional attachment of virtual communities through the user generated content is being researched, then know how to improve users' adhesiveness and loyalty.Three points are uncovered: firstly, the second-order factor of Self extends model is verified. Secondly, in the virtual community, the user production content can promote the extension of self, and through the extension of self emotional attachment of virtual community. Thirdly, the user's emotional attachment has a signification positive effect on continuous use intend.By introducing the Self Extension from psychology, and combined the attachment theory on the formation of virtual community of emotional attachment,this paper consider that by the user generated content, it can reach to express oneself,to realize self, to amuse self, have social identity, to self associated with virtual community, making it as part of itself, then enhance the users attachment.The research of this paper can make a positive effect to the understanding of the virtual community emotional attachment formation, and it also test the Self Extension theory raised by Belk under the digital background, that is the user production content is also a kind of self extension, when the more content we made in the virtualcommunity, the wider self extension is.