Research On The Impact Mechanism Of Online Users'community Identification On Trust

In recent years,the rapid development of virtual communities has attracted the attention of all walks of life.More and more entrepreneurs are trying to open a way out from the virtual communities.The virtual communities break the demands of the traditional communities for offline space.With its' convenience,people can deliver knowledge and gather partners and exchange resources quickly.So the virtual communities are attracting more and more people at all levels.The virtual communities as an important new life scene has become increasingly normal.The virtual communities not only provide a convenience for the creation and incubation of innovative ideas,but also increasingly become an important marketing scene.How to improve the quality and efficiency of knowledge delivery in the community is a problem for all community operators,and the role of trust in this is self-evident.Through the literature review,this paper combs the concepts of community identity,perceived trustworthiness,trust tendency,familiarity and trust,and tries to clarify the mechanism of trust in community.In this paper,451 questionnaire data from30 communities in three different areas were analyzed by SPSS20.0 software.We discussed the impact mechanism of community identification on community trust and the mediating roles of calculation-based perceived trustworthiness,relation-based perceived trustworthiness,institution-based perceived trustworthiness in it.We discussed the moderating effect of trust propensity on the relationship between community identification and perceived trustworthiness and the moderating effect of familiarity on the relationship between perceived trustworthiness and trust in the virtual communities.The results of empirical analysis show that community identification has a significant positive impact on trust between members and trust of members.The calculation-based perceived trustworthiness,relation-based perceived trustworthiness and institution-based perceived trustworthiness all play a partial mediating role in the impact of community identification on trust in the the virtual communities.Familiarity has a negative moderating effect on the relationship between the calculate-based perceived trustworthiness and the trust of the members to the system;familiarity has a positive moderating effect both on the relationship between the institution-based perceived trustworthiness and the trust between members and the relationship between the institution-based perceived trustworthiness and the trust of the members to thesystem.The moderating effect of trust propensity on the relationship between community identification and perceived trustworthiness has not been verified.Based on the analysis results of this paper,we put forward the specific suggestions to the community operators.Limitations of this study and directions for future research are also discussed.