Study On The Strategies And Mechanism Of Motivating Users To Participate In Virtual Hobby Community

The rapid development of the Internet has provided people with a more convenient channel of communication.People begin to be keen on sharing and discussing their hobbies online.Particularly,with virtues of real-time interactive technologies,multimedia functions,and wellregulated management,Virtual Hobby Community establishes a platform for users with mutual hobbies to learn and socialize.However,the combination of hobby and online community does not mean that everyone is willing to engage in the topic interaction within the community.As the critical element of the community,the participation of users is directly related to the survival of the community.In this case,from the perspective of community operation,effective incentive strategies can be implemented to guide and strengthen users' community participation.In order to enrich the research of this field,this paper takes Virtual Hobby Community as the research background,and divides the incentive strategies into virtual token(VT),Level Privilege(LP)and community support(CS)incentives.Furthermore,in order to explore the mechanism of different incentives on users' community participation,this paper explains the mediating role of harmonious passion based on self-determination theory.And the moderating effect of users' gender between incentive strategies and harmonious passion is discussed.In the empirical study,data were obtained by questionnaire survey,and a total of 374 valid samples were collected.Besides,statistical software SPSS23.0 and AMOS24.0 were used to sort out and analyze the data,so as to complete hypothesis testing and theoretical model verification.The empirical results indicate that VT and CS incentives help to inspire users' harmonious passion and promote users' community participation,and harmonious passion of users has a positive effect on their participation behavior,but LP incentives have no significant effect on users' harmonious passion and community participation.Meanwhile,the results of mediating effect test also confirm that VT and CS incentives can promote users' community participation by arousing their harmonious passion.Besides,there are gender differences in the effect of CS incentives on harmonious passion,and the effect is stronger in women than in men.Finally,this paper discusses the empirical research results,summarizes the contributions of this research from the theoretical and practical aspects,and puts forward the research limitations and future research directions.