A Study On The Influencing Factors Of Members' Continuance Participation Intention In Virtual User Communities

The rapid development of network information technology has changed the traditional contact mode between consumers and enterprises.In recent years,virtual user communities play an increasingly important role in bringing users closer and creating value with customers,which has attracted extensive attention from academia and business circles.In such communities,users of corporate products can discuss related products,offer suggestions or ideas,and even collaborate with product companies to innovate.Many well-known companies(such as Xiaomi,Huawei,OPPO,Starbucks,Nike,etc.)have established their own virtual user communities,trying to link outside consumers to internal production,in order to efficiently absorb and utilize the valuable knowledge and experience of the consumers in the community,so as to improve the function of the product and the profitability of the enterprise.And user continuous participation is the premise of virtual user community to play a role.In practice,although there are many successful communities with high user participation,there are also some phenomena such as low user participation,excessive "diving" users and serious loss of users.Therefore,it is of great significance to study the influencing factors and mechanism of users' continuous participation in such communities.Based on a systematic review of relevant literature and research results at home and abroad,through theoretical analysis and in-depth interviews,and drawing on the theoretical framework of "cognition-affection-conation",this paper summarizes the key factors that influence the continuous participation intention of the members of the virtual user community from three aspects:community information and website related characteristics,individuals and groups.In addition,329 valid questionnaires were collected through the questionnaire survey of smart phone product user community in China,and the model was verified by PLS structural equation model.The results show that the perceived information quality and website interactivity at the related characteristics of the community information and website level,the perceived self-efficacy and perceived social promotion at the individual level,can significantly promote the sense of social presence of the community members.The perceived similarity and trust at the group level promote the sense of social presence and community identity.The above three factors take social presence and community identity as mediating to exert a positive influence on the community members' willingness to participate continuously.Finally,the research results are discussed and analyzed,and suggestions are given from the theoretical and practical aspects.