The Research Of Virtual Community Members’ Participating Mechanism

With the popularity of the network, the rapid development of virtual communities, thecommercial value of the virtual community has developed rapidly. Put forward the researchmodel of users to participate in virtual community based on motivation theory and exchangetheory, and using structural equation for empirical research. The results show that self-efficacy,community values, flow experience, information sharing are important factors affectingcommunity participation.Theoretical studies of virtual communities much more comprehensive for thedevelopment of virtual communities. From basic research which include the definition ofvirtual community, and the basic principles and modes emphasis on technology developmentto support virtual community growth phase, and then to study the potential applications ofvirtual communities, relationship building and interactive activities as well as research on thevirtual communities results of assessment, and the virtual communities institutionalizationstudies, these studies are parallel. Domestic research on virtual communities started late, thelength of paper is relatively short, and there are very few empirical studies.In this theoretical and practical background, author focus on the participation of virtualcommunity of users. To study factors in virtual community to influence users’ participation.After reading the existing literature, based on motivation theory and exchange theory, as wellas social cognitive theory, author put forward the theoretical research model of virtualcommunity user participation, trying to study user participation motivation factors, and togive practical guidance results combined with the development of virtual communities. In thispaper author made an empirical research on the assumption used structural equation. And theresults show that the sharing of information and flow experience significant impact oncommunity participation, prosocial value orientation and community value have significantimpact on community involvement, self-efficacy impacts on community significantly.