Empirical Research On The Relationship Between Patricipation Motivation And Participation Intensity Of Relational Vitrual Community’s Users

Relational virtual community is a virtual community, which transferred the offline realrelationship online to maintain and extend. As the internet users are increasing rapidly,virtual community application obtained a swift and violent development, and the relationalvirtual community which is on the basis of the common preference of people dominate. Theprosperity and development of the relational virtual community is the result of the active andcontinued participation and contribution of the users. Therefore, how to attract and retainusers, meeting the demand of users and increasing user engagement, are very important tothe community’s development.At present, the study about users’ participation motivation of relational virtualcommunity is more and mature, but the research about the relation between participationmotivation and participation intensity is slightly weak. This paper selects the emergingwechat moments as research paradigm of relational virtual community research, and usesempirical method to make a research on the relationship between users’ participationmotivation and participation intensity.On the basis of reading and finishing the related literatures, this paper selects fivevariables as the measured variables of the participation motivation, which are knowledgeacquisition, social support, leisure entertainment, self-presentation and subjective norms,and selects participation level, interaction level, emotionally contribution, and knowledgecontribution as the measured variables of the participation intensity, which combine intodependence and active level via factor analysis. This paper selects age and connectionintensity as adjustment variables, which are between participation motivation andparticipation intensity, and builds a theoretical model. On the basic of the model, this paper puts forward some relevant assumptions.After collecting data in the form of questionnaire, this paper uses SPSS19.0andAmos17.0to carry out empirical studies on the data collected, and there are some mainconclusions:（1）Among the participation motivation variables, ordering them from big to small issocial support, leisure entertainment, self-presentation, subjective norm and knowledgeacquisition. Ordering participate intensity variables from strong to weak is participation level,emotional contribution, interaction level and knowledge contribution. Each participationmotivation variables and total participation motivation variables are positively correlated toeach participation intensity variables and the total participation intensity variables, namelythe more users’ participation motivation of wechat moments, the stronger of its participationintensity.（2）The structural equation model and the result of regression analysis show thatknowledge acquisition and self-presentation have a positive influence on the participateintensity significantly, subjective norms have a positive influence on the dependence level.The connection intensity plays an adjustment role between subjective norms and dependentlevel, and it also play an adjustment role between self-presentation and active level. The ageintensity plays an adjustment role between social support and dependence level.The empirical research of this paper finds the influence factors of wechat moments andother relational virtual community, which influence the participation intensity and adjust therelationship between motivation and intensity. The result is advantageous for the communityoperators to design community function, meet the demand of users, increase userengagement, and achieve community’s sustained boom on the basis of understanding andgrasping the users’ requirements.