Research Of Customer Value Influencing Factors And Loyalty In Knowledge-based Virtual Communities

The virtual community as an effective information carrier and platform has extremely influenced people's lives. And the development rate of knowledge-based virtual communities is particularly high. To succeed in virtual community operation,the dimensions of customer value must be well studied. This paper is aimed at Customer value of knowledge-based virtual community and devoted to study its influence factors and mechanism.This paper included five parts: 1) definition of customer value dimensions; 2) putting forward the theoretical basis this study involved; 3) establishing a knowledge-based virtual community model of customer value factors; 4) verifying the model' reliability and validity; 5) analyzing the specific variable in the model.The survey was held in Zhejiang University,Tongji University and Hangzhou University in order to acquire more accurate data. And 334 valid samples were collected altogether. Through analyze the data with SPSS,obtain the following findings: 1) Customer value of knowledge-based virtual community is constituted of four aspects. 2) The effective factors in customer value of knowledge-based virtual community include customer characteristic,network characteristic,member characteristic and social capital. 3) Satisfaction,sense of belonging and loyalty can be deeply influenced by the effective factors in customer value of knowledge-based virtual community.