The Research Of Aggressive Comments’ Influence On The Behavior Of Membership In The Online Community

The appearance of online community is accompanied by expansion of the new internet media and network behavior arising from human activity, it is a new lifestyle of human, and a material and the spiritual dual platform where people can go shopping, recreation, counseling, speech and so on. Online community in China has also developed for15years, and BBS, blog, microblogging and other online communities can be seen everywhere on the Internet. Enthusiasts of the online community are attracted by a specific topic together, and for releasing of this theme, creating a link page, contributing large amounts of information. Therefore, the online community shows the growing value and influence. Not only in real life, but also in academia, online communities attracted much attention. The online community has become one of the hotspots of the Chinese and foreign scholars. In online communities, the real personal information of all the members is not public, and because of anonymous way, people often communicate with each other with no concern, and eventually led to make some irresponsible, offensive speech, and this is aggressive comments. Generally, when a person has suffered an aggressive comment, as a person with real feelings, generally he will not remain indifferent to aggressive comments, and the aggressive comments may have a influence on psychology and behavior of members, thus affecting their perception of the online community, and ultimately affect the loyalty of the members to the online community.Summarize the previous study at home and abroad, although the research on online word-of-mouth has achieved a lot of achievements, the research about aggressive online word-of-mouth is still a blank. Therefore, on the basis of summing up the extensive literature of the reference at home and abroad, this article choose aggressive comments, lurking willingness, freedom of expression and the loyalty of online community to research. In the empirical study, we have chosen the experimental method to study. Finally, this article come to the conclusion aggressive comments led to the lurking willingness of members of the online community enhanced and freedom of expression reduced; the reducing of freedom of expression can led to lurking willingness enhanced; the reducing of freedom of expression and increasing of lurking willingness can led to loyalty reduced.The significance of this paper is not only to draw the relationship between several factors, but also put forward some feasible and effective management recommendations to the online community relationship management. Therefore, in the last part of this article, we combine the results of this study to put forward the recommendations of the points for online community management.In addition, this study take a rigorous academic attitude to read the large number of domestic and foreign literature and professional books, but the research on aggressive comments at home and abroad is very few, and relatively mature theories are few, too. Therefore, there are still many research limitations and inadequacies which will be inevitable.