Influence Factors Study Of Users’Participation Intention To Mobile Virtual Community

Along with the increasingly development of network infrastructures and mobile terminal devices, more and more users are communicating by means of mobile terminals, which has made the recreational and interactional activities based on the platform of mobile virtual community become fashion fad and developed into inexorable trend. Various of large virtual communities such as Micro Blog, Webchat, RenRen, TianYa forum,etc. have worked together to form a larger relationship network with proper structure. The result of the virtual community is determined by the degree of the user’s participation, thus, the research here will primarily focus on analyzing the influence factors of user’s participation in mobile virtual community, which is meaningful both in theory and reality.Based on the systematical carding and analyzing of the existing documents, the idea that extending and improving the theoretical model of user perceived value from the view point of the user perceived value theory is put forward in this article. Here, with the user’s satisfaction as the metavariable, the willingness of usage as dependent variable, the perceived value will be divided into four dimensions including cost value, interaction value, service value and social value to build the theoretical model of user perceived value. Taking the young fashion community as the primary object of study,396questionnires with348valid ones are collected from them to design the scale of user perceived value in reference of the present research result. The expirical analysis will be performed here in three aspects: firstly, ith the aid of the software spss17.0, performing descriptive statistical analysis of the current situation of application of virtual communities:the motivation of using communities, influence of selecting communities, use ratio of different types of communities, etc. secondly, the theoretical model of user perceived value in reliability and validity:Thirdly, carrying out check analysis of the theoretical model of user perceived value in mobile virtual community by use of the software AMOS to explore the effect of user perceived value on willingness of user’s participation in virtual community.Conclusions drawn from this research:the theoretical model of user perceived value can make a proper explanation of user’s participation willingness in the use of mobile virtual community. In the four dimensions of user perceived value, cost value, service value, social value have great impact on user’s participation willingness, interaction value has no an impact on user perceived value, and user perceived value has an impact on user’s satisfaction, and both have great impact on user’s participation willingness of mobile virtual community. In the last part, suggestions in the process of operation on promoting mobile virtual community and maintaining customers, etc. are provided here from the perspective of user perceived value.