Research On The Impact Of Community Interaction And Internet Content Entrepreneurship Performance

In the context of Internet content entrepreneurship represented by network broadcast and knowledge payment,entrepreneurs increasingly rely on user communities for value creation.As the main form of production-consumption interaction,community interaction shows the characteristics of network,knowledge and online in the aspects of interaction structure,interaction content and interaction place.Based on social network theory,this paper innovatively divides community interaction into "extensional interaction" with weak relationship connection and"conglutination interaction" with strong relationship condensation from the perspective of breadth and depth of interaction structure and investigates the differential influence mechanism between different types of community interaction and entrepreneurial performance.In addition,based on the knowledge content of community interaction,knowledge transfer effect is affected by the differences of knowledge,this article introduced the regulating variable "distance of knowledge"depicting the difference of subject knowledge base,community interaction constructed heterogeneity,knowledge distance,community interaction effects on Internet content business performance analysis framework.This paper takes zhihu platform,an online knowledge community,as the sample source,uses web crawlers to capture the data of "entrepreneurial income" and"community interaction" of content entrepreneurs respectively(on the order of nearly one million),and establishes an econometric model to empirically test the theoretical hypothesis proposed.Different from previous studies that value interaction will lead to value co-creation or co-destruction,this study found that the "value co-creation"and "value co-destruction" effects of community interaction are intertwined:the two types of community interaction have non-linear opposite effects on content entrepreneurship performance and are moderated by knowledge distance between producers and consumers.Community interaction has a non-linear effect on content entrepreneurship performance:community extensional interaction has a positive U-shaped effect on content entrepreneurship performance;The relationship between implied interaction and content entrepreneurial performance was inverted U-shaped,and the cognitive distance between producer and consumer positively moderated the U-shaped relationship between denoted interaction and entrepreneurial performance.Difference between traditional literature mostly focus on offline produce interactive linear influence on entrepreneurial performance,this paper first puts forward the content business community interaction performance of the nonlinear mechanism,and based on the Internet startup practice,reveals an interesting and profound stage community interaction strategy:startup stage should pay attention to"small but beautiful" community interaction,in order to "accommodationist" establish trust relationship;Community interaction in the mature stage of entrepreneurship should focus on "large and complete",and integrate multi-source information by"reserving differences".This study has enriched the boundary research of value co-creation theory and has important theoretical guidance and management enlightenment for content entrepreneurs to carry out community operation.