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[目的/意义]深刻理解和有效把握虚拟社区信息运动效率的影响因素,为提升虚拟社区信息运动效率提供科学依据。[方法/过程]从社区信息用户的角色行为、社区信息资源组织方式和社区信息运动方式3个维度着手分析,融合影响虚拟社区信息运动效率的多个子维度,采取以信息自发传播为主、动态分层控制为辅的方法对信息运动的综合效率进行研究。[结果/结论]通过研究,分别从社区信息环境构建、社区信息资源建设、社区信息用户培育、社区信息运动方法和社区信息运动情境5个维度提出提高虚拟社区信息运动效率的对策与建议,以期为实践提供参考,促进虚拟社区的可持续发展。
[Purpose / Significance] To deeply understand and effectively grasp the influencing factors of information campaign efficiency in virtual communities, and to provide a scientific basis for enhancing information campaign efficiency in virtual communities. [Methods / Processes] This paper analyzes and integrates the three sub-dimensions that affect the information campaign efficiency of virtual communities from three dimensions: the role behavior of community information users, the organization of community information resources and the way of community information movement. The method of hierarchical control supplemented the study of the overall efficiency of information movement. [Result / Conclusion] Through the research, the countermeasures and suggestions for improving the information campaign efficiency of virtual community are put forward respectively from the five dimensions of community information environment construction, community information resource construction, community information user cultivation, community information exercise method and community information exercise situation. Provide a reference for practice and promote the sustainable development of the virtual community.