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从消费者动机的视角构建了虚拟社区信息共享行为模型,运用实证方法研究各个影响因素对信息共享行为的作用效果。通过发放调查问卷,收集样本,采用SPSS对收集到的数据进行分析。分析结果表明,信息共享行为的影响因素:愉快、兴趣、满意、互惠、形象声望和联系动机分别与信息共享意愿和信息共享行为呈显著正相关;信息共享意愿在动机和共享行为的关系中起部分中介的作用。
From the perspective of consumer motivation, this paper builds a virtual community information sharing behavior model and uses empirical methods to study the effects of various factors on information sharing behavior. Collect questionnaires, analyze the collected data by using SPSS. The results show that the factors influencing the behavior of information sharing are: happy, interest, satisfaction, reciprocity, image prestige and contact motivation, respectively, and the information sharing intention and information sharing behavior have a significant positive correlation; information sharing will play a role in the relationship between motivation and sharing behavior Part of the role of intermediaries.