Research On The Impact Of Virtual Community Knowledge Contribution On User Stickiness Based On Immersive Experience

User-generated content becomes the main source of intermet information in the Web 2.0 era.Virtual community has become the important platform for information exchange and knowledge sharing because of many advantages such as openness,convenience,efficiency,across time and space.According to studies,more than half of the netizens have been affected in one way or another by the relevant knowledge and information in the virtual community.However many inherent factors will affect effectiveness of knowledge sharing and users ' continuous sharing willingness passively.These inherent factors includeloose social relations,irregular management and lack of knowledge quality and standards.If things go on like this,users will silent for a long time even remove to other virtual communities.Many virtual communities declined soon after they were created.Scholars at home and abroad agree that interaction is a necessary condition of development of virtual community.Knowledge contribution is a basic condition for virtual community's existence and development.Continuous knowledge contribution activities is an essential factor for keeping alive to virtual community.Nowadays,the main difficulties for virtual communities are promoting User's knowledge contribution and retain users of virtual communities to the utmost extent.Therefore we should define the relationship between user's knowledge contribution behavior and user's stickiness which could provide methods to retaining virtual community users even solving the sustainable development of virtual community.Based on the summary of the connotation and characteristics of virtual community,this study review existing literatures about knowledge contribution and user stickiness in virtual community.The existing literatures focus on influence factors to knowledge contribution behavior and influence factors to user stickiness in virtual community.These studies refer to knowledge contribution will have a positive impact on the sustainable development of virtual community more or less,but they has not combine the two prominent contradictions-knowledge contribution and user stickiness.This study propose a theoretical model about Users'knowledge contribution has a positive impact on users' stickiness through flow experience based on existing literatures.In this study,we obtain research data through questionnaire then analysis data by SPSS21.0 and AMOS21.0 software.The analysis results show that external and internal quality of the model are good.The following conclusions can be drawn from the statistical analysis of the questionnaire result:Participatory knowledge contribution and dominant knowledge contribution bring a significant positive impact on user stickiness.Participatory knowledge contribution brings a significant positive impact on the three dimensions of immersion experience(concentration,controllability and integration).Dominant contribution knowledge only brings a significant positive impact on concentration and controllability.The three dimensions of flow experience bring a significant positive impact on user stickiness.From the perspective of knowledge contribution and the intermediary of flow experience,this study explore the relationship and internal mechanism between knowledge contribution and user stickiness.This kind of train of research provides a new way to explore user stickiness.This study also provide sones measures to promote user stickiness in virtual communities.Promoting user's participatory knowledge contribution behavior,encouraging users' leading knowledge contribution behavior,enhance user immersion experience.In addition,this study provide some indemnificatory measures to promote knowledge contribution behavior.It is of great significance to explore the stickiness and maintenance of users and the sustainable operation of virtual communities.