Research On The Effect Of VC Participation Motivation On The VC Business Activities

The concept of virtual community is opposite to the concept of entity community. People with common interests, experiences, specialties and similar background share information, help each other even trade with each other via internet. The virtual community's vigorous development has caused the theorist's and enterprise's attention. As to the operator of virtual community, how to use the formidable cohesive force among members and the platform coherency to find out its commercial value, as well as choosing what kind of business model to incarnate its commercial value.Based on the literature review, the author identifies that more and more researchers have studied the participation motivation from the perspective of internet users and the community business model from the operators. But the most of the papers only focused on some one topic, there was no researches about comprehensive consideration. The author thinks that without the combination of the two benefits the community will be hard to obtain profitability.The author refers to a lot of original literatures and the related researches to construct the theory model to explore the relation between the participation motivation and business practices. In the papers, the author divide the motivation into information,utilitarian purpose,strengthen social class,entertainment purpose. As to the business model, the author choose the three primary mode, such as trade fee,ads which is linked by VC and member fee. Through the statistics analysis, the author find that the different participation motivation can lead to different level of participation and VC identity. Then lead to accept different business actives. Most of the correlations are statistically significant.The conclusion is that the information motivation has effect only on the VC identity. But the others have significant effects on the VC identity and VC participation. The internet users who have higher identity will be easier to accept the kinds of business actives. And the level of VC participation has Negative Effect on the VC profitability.