Research On The Influence Of Members' Virtual Community Members' Interaction On Members' Creativity

In the era of rapid development of the Internet, enterprises gradually become an important part of the enterprise and community members, constantly transformation and rich the relationship between the enterprise and the member. By member interaction, accumulating more and more useful and abundant resources, in order to realize the enterprise and the member win-win mode of operation, achieve the goal of members improve business performance and development of members. Knowledge sharing in network virtual community is an especially important behavior in the information age; it is an important approach to improve the performance of the community, members of the contact interaction associated with this behavior. Now, however, most research has focused on integrated virtual community network interactive marketing subject, to the enterprise virtual community member interaction on the research of the members of the creative mechanism is still leave room. In this paper, according to the classification of virtual community will study limit in the enterprise, virtual community members to study interaction effects on knowledge sharing as well as to the members of creativity.First of all, through to the domestic and foreign about the virtual community, the network interaction, and the theory of knowledge management, the innovation of literature reading, to extract the relevant theoretical knowledge, this paper laid theoretical basis for the research. Comprehensive theoretical model, according to this article research scope and object, build the member interaction, knowledge sharing, and creativity of the research model, virtual community members interaction will be divided into interactive members-member and member enterprises, members discussed the interaction of different latitude of creativity and mediation process, the influence of knowledge sharing as intermediary variables are divided into two dimensions of knowledge sharing and knowledge sharing frequency hard. This article through the questionnaire survey method to collect research data and the data processing software is used to analyze the data descriptive statistics analysis, reliability analysis, factor analysis, correlation analysis and regression analysis, etc., through the empirical study on the following conclusions:(1) Different latitude to members of the creativity of the member interaction has significant positive influence, members-member interaction effect on the members of the creative knowledge sharing efforts by the partial intermediary role; Members-enterprise interaction effect on the members of the creative knowledge sharing efforts by partial mediating role; Member-interactive influence on members of creativity by knowledge sharing frequency partial intermediary role; Members enterprise interactive impact on members of the creative knowledge sharing frequency partial intermediary role.(2) Different dimensions of member interaction on the knowledge sharing and frequency have different explanatory power, hard efforts for knowledge sharing, members-enterprise interaction has a relative greater explanatory power; For knowledge sharing frequency, members-member interaction has a relatively greater explanatory power.(3) Knowledge sharing efforts of members of the creative contribution and influence is bigger than the knowledge sharing frequency.Theoretically in this paper, we study not only helps to promote the development of the theory of social network theory and the members of the behavior, and in practice of virtual community for the enterprise organization and management and knowledge management practices provide advice, to put forward practical Suggestions how to promote members interaction and knowledge sharing, and help to improve community members creativity, so as to promote community performance, valuable external resources for the enterprise development.