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[目的/意义]企业虚拟社区对企业营销决策起着至关重要的作用,作为社区知识共享的主体之一,用户共享动机的演变是值得研究的课题。研究结果对企业基于虚拟社区营销战略的实施具有指导意义。[方法/过程]文章依据扎根理论,对某知名企业虚拟社区进行数据采集,利用质性分析软件NVIVO 11.0对其进行开放性、主轴和选择性编码,并据此构建企业虚拟社区用户知识共享动机演变模型。[结果/结论]结果显示,企业虚拟社区用户知识共享动机包括问题解决动机、利他动机、享乐动机、企业保护动机和地位提升动机5种。用户初始共享动机主要是问题解决动机,而用户持续共享动机在初始动机基础上,增加了利他动机和享乐动机。
[Purpose / Significance] The enterprise virtual community plays an important role in corporate marketing decision-making. As one of the subjects of community knowledge sharing, the evolution of user-sharing motivation is a topic worthy of study. The research results have guiding significance to the implementation of the enterprise based on the virtual community marketing strategy. [Methods / Processes] Based on grounded theory, the article collects the data of a virtual enterprise in a well-known enterprise and conducts open, principal and selective coding using the qualitative analysis software NVIVO 11.0, and constructs the knowledge sharing motivation Evolutionary model. [Results / Conclusion] The results show that the motivation of knowledge sharing in virtual community includes five kinds of motivation of problem solving, altruism motivation, motivation of pleasure, motivation of enterprise protection and position promotion. Initial motivation of users to share the motivation is mainly problem-solving, and users continue to share motivation on the basis of the initial motivation, an increase of altruistic motivation and pleasure motivation.