The Study Of Vir-true Community Feature Based On On Social Network Analysis

The Internet media intermediary form virtual community,which creates a new platform of interpersonal communication and a new mode of interpersonal interaction. However, with the need of communication and the pursuit of the reality,the virtual community members and advocates begin to open up new way of communication。Namely, through the virtual community platform, members extend to reality for further communication. This form another new community mode called vir-true community between virtual and reality.In vir-true community, the relationship model of the actual or potential existence can be defined as a social network structure. After collecting some questionnaires, this article firstly use Ucinet6 to analyse network structure index ,such as clustering coefficient , the characteristic path length and density. And figure out degree centralization, betweenness centralization and closeness centralization ,which on behalf of the concentrated power.The changes of central role is analyzed based on the analysis.Social network structure feature(clustering coefficient,the characteristic path length, density, degree centralization, betweenness centralization and closeness centralization)affect the psychological and behavior of members, including the interpersonal interaction , sense of belonging , and self-identity.From the social perspective of community feature,these factors can affect community feature. So we consider that some conformity researches on relations between network structure feature and community feature mentioned above need to be made, which conclusions will be used for raising community particiapation and management level.We conduct exploratory factor analysis,reliability analysis,validity analysis and correlation analysis . On this basis,we use regression analysis to conduct hypothesis testing.And get the conclusion that clustering coefficient and density has positive influence on interpersonal interaction, sense of belonging, and self-identity. The characteristic path length has negative influence on sense of belonging and self-identity.,but no clear influence on interpersonal interaction. Degree centralization and closeness centralization are in reverse proportion with interpersonal interaction, sense of belonging and self-identity.But betweenness centralization merely has negative influence on interpersonal interaction and sense of belonging.Research conclusions provide a theoretical basis for analyzing changes of central role and vir-true community feature.The study make the explanation on the theory and provide some suggestion.For example, the community should improve interpersonal interaction;establish canonical community system and codes of conduct;form a good communication mechanism;build rich variety of community activities.Conclusions also advise managers to pay attention to friendship.At the same time,isolated point in the organization should be concerned to avoid the adverse effect on vir-true community feature.