A Study On The Factors Affecting The Continued Use Of Virtual Community Users

In recent years,virtual community has developed rapidly,the type of virtual community is different.Virtual community is not only a kind of new organization form,but provides a convenient platform for the exchange of information of the user.With the constantly emerging of the virtual community,the use of virtual community members has been the focus of many scholars and virtual community operator.How to maintain the community members continuance use have become the target of today's enterprise marketing plan.The object of this study is the interest community,and the interest community refers to a time or space across the network space,which gathers the user who have the same interest to engage in interactive discussion of a specific topic.Based on the theory of predecessors,this paper establishes the model of sustainable use of virtual community users by expectation theory,social identity theory and social telepathy theory,and carries out the questionnaire to modify the contents and items of the scale.Collect the data through the Internet,and use SPSS18.0 data analysis to draw conclusions,so give the platform provider to provide advice.After analysis,it is found that perceived usefulness and social telepathy have a positive effect on satisfaction,and the user's perceived usefulness has a positive effect on social identity.Social identity and satisfaction as a mediator variable,have a positive impact on the willingness to use.Sustained use will have a positive effect on sustainable use.Therefore,if the virtual community platform want to improve the user's continued use,it can: enhance the user's sense of belonging and identity,causing their resonance;use interactive media tools to enhance the community's sense of the screen and the interaction between users;use the proactive interactive content and the way of the social agent to enhance the user's presence;pay attention to the fun of the community content and the type of information classification enhancing the user's satisfaction.The innovation of the paper lies in the introduction of social telepathy theory to analyze the behavior of virtual community users,because the social telepathy theory is mostly used in online learning or fantasy(online game)community,rarely used in interested communities.In addition,the existing research on the behavior of virtual community users focuses on the user's use behavior,and the research on the user's continuous use behavior is less,this paper studies the sustainable use of virtual community users.