The development of information technology has accelerated the speed of dissemination of knowledge,broken the demarcation line of time and space,and people are no longer limited to face-to-face communication.Through the Internet,people with the same interests and hobbies come together to form a virtual community.Virtual community is a specialized,nongeographically bound online platform,and connects businesses and consumers,spreads the brand concept,and enhances the sense of belonging and organization commitment.The nature of a virtual community is a collection of relationships,providing information support and emotional support for community members,meeting members’ entertainment needs,information needs,social needs,etc.,and enhancing user satisfaction and community loyalty.In view of this,many companies have established their own online communities to carry out marketing activities.The success of a virtual community depends on the frequency and quality of community participation.Therefore,community managers motivate users to actively post messages through various methods such as theme activities and community reputation.However,studies have shown that 90% of virtual community members are keen to dive.They rarely or never post,and a few active posters maintain the development of the virtual community.Social capital is a resource embedded in social networks,but it is not always positive.Social norms will reduce the sense of self-control of the members,interfere with the freedom of decision-making,and enhance the freedom of threat perception and resistance.In particular,the core members in the structural hole bear more external expectations and requirements.At the expense of individual freedom and time,their psychological resistance may be stronger.Therefore,how to reduce the psychological resistance of community members and increase the willingness to participate continuously become issues that need to be resolved.Based on the existing researches,this paper reviews the theory,analyzes and collates the research results of virtual community participation,organizational climate,and psychological resistance theory,introduces self-construction theory,explores the moderating effect of interdependent self on the relationship between perceived community climate and psychological reactance.This article aims to study how the community clinate influences the psychological cognition of members and community participation,and the mechanism of reducing psychological resistance.This study targeted 286 Xiaomi community users to conduct an empirical analysis using SPSS 18.0 and AMOS 21.0.The empirical results indicated that most of the research hypotheses were supported.Interdependent construal negatively moderates the relationship between normative community pressure and psychological reactance,while positively moderates the effect of recognition on psychological reactance,as expected.In addition,psychological reactance has a negative effect on posting.However,it has no significant effect on viewing.A review of the literature reveals a lack of studies focusing on how to reduce the effect of normative community pressure on reactance.This study contributes to the mechanism for reducing the negative aspects of virtual community. |