A Research On Members’ Participation In Non-transactional Virtual Community:Based On Self-concept Motivation Model

In recent years, virtual communities have become a new internet platform with the rapid development of internet. Non-transactional virtual community is an important type of virtual communities, which consist of interest-community and relationship community. Whether the operation of non-transactional virtual community is successful depends largely on the quantity of the users and the behaviors of their participation. Regarding to these factors, community operators need to know the motives of the activities of their members and the reasons to encourage their participation. In this study, the relation between participation motive and participation activity of the members in non-transactional virtual communities was discussed and the regulating impact of community types on this relationship was investigated.With reference to quantities of related literatures, we introduced self-concept-based motivation model into virtual community, and then established a participation motive framework adapted to the members in non-transactional virtual communities to explore the relationship between their activities and motives. Questionnaire was designed based on this research model. Survey was carried out through4different approaches, i.e. online paid survey service, network community mails, e-mails and instant messages. In total550questionnaires handed out,312effective questionnaires were collected for further statistic analyses to test the relationship involved.The main results were as follows:Firstly, the enjoyment, self-efficacy, and self-image had a significant positive effect on the time and frequency of participation, respectively. Secondly, the expectation of reciprocity had a negative impact on the time and frequency of participation. Thirdly, levels of participation were influenced by self-efficacy and self-image. Fourthly, the relations between motivations and activities were different in interest communities and relationship communities. On the whole, these results showed the effectiveness of this theoretical model, which would provide potential value for the operators of non-transactional virtual communities.