A Study On The Impact Of Members’ Motivation On Their Experience In Virtual Community Environment

With the development of science and technology and the advent of the Internet era,the network community gradually appeared in people’s lives.The online community includes a wide range of categories,such as BBS,discussion group,blog,microblogging,etc.,according to the "twenty-eighth China Internet Development Statistics Report",social networking sites,microblogging,forum/BBS three users Reaching 569 million,the virtual community in China has been very rapid development.Having a certain membership size is the foundation of a virtual community,and it is necessary to understand the relevant needs of members to successfully attract people to join and often participate in virtual communities.With the advent of the experience of the economy,more and more enterprises began to shift from concerned about goods and services to customers concerned about the experience.In general,the content of a virtual community is a key factor in the operation of a virtual community,and the value derived from the content constitutes the main motivation for members to participate in the virtual community.Consumers get initial benefits by visiting the community,and if they are satisfied,they will be further involved in the activities of the virtual brand communityThis paper starts from the related research,through a lot of literature.to read,looking for virtual community environment,members of the motive and their relationship.By drawing lessons from the previous scholars research results in this field,this paper establishes the research model of this paper,puts forward the corresponding hypothesis and confirms the idea of the article and the validity of the model through the questionnaire design and data analysis.The results show that the information value,the interactive value and the entertainment value have significant positive influence on the emotional experience,the thinking experience and the action experience.The information value,the interactive value and the entertainment value have no significant influence on the sensory experience.