The Impact Of Virtual Community Dependence On Users’ Willingness To Continue To Use

With the rapid development and maturity of virtual community,the Internet has gradually entered the social era.According to the statistics of China Internet Network Information Center,in the first half of2015,the number of users using virtual communities in China has exceeded 600 million.However,in recent years,although the number of users covered by virtual communities has increased,their user stickiness has continued to decline.Facing fierce competition in the short video applications such as fast hand,watermelon and volcano,young people,especially college students,become the object of competing for market share by the big short video platforms.How to maintain the willingness of the youth to continue to use the virtual Kwai Fu university is an urgent issue to consider in the current market competition.Users are the users of the virtual community.The active and sustainable use of users is the premise and basic condition for the survival and development of the virtual community.Virtual community is like the mapping of reality.From the perspective of users,it is of great significance to explore the attributes that continue to attract users in products.Based on the perspective of virtual community users,this paper explores the formation mechanism of virtual community users’ willingness to use the perceived usefulness of users as intermediary variables.On the basis of existing research results,the virtual community media dependence into understanding,orientation and entertainment dependence three dimensions,respectively explore the association between the factors and the user continuous use willingness,and the perception of the media dependence and the mediation of the user continuous use willingness is analyzed.The variables in this study model were designed according to the previous studies and the characteristics of the Hupu community to form the formal questionnaire of this study A total of 278 valid questionnaires were collected by distributing questionnaires on the Internet,And through SPSS 26.0 and process plug-ins analyze the questionnaire data.The results show that virtual community media dependence has a positive impact on the continuous willingness of virtual community users,and its three dimensions can positively affect the continuous willingness of virtual community users;Virtual community users tend to use this medium for a longer time due to the satisfaction of some dependencies in the community,and mediate in the dependence of virtual community users.In view of the research conclusion,this paper puts forward some suggestions on the problems existing in the current situation of virtual community.