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基于社会认同理论,依据虚拟社区的特点以及相关文献,提出了虚拟社区认同感的影响因素的理论架构。以404名大学生为被试,采用结构方程对理论模型进行了假设验证。结果显示网站特性对使用者的参与需要有积极的影响;虚拟社区网站特性、参与需求必须通过参与行为才能对虚拟社区感产生影响,即虚拟社区的参与行为是网站特性和参与需求对虚拟社区认同产生影响的完全中介变量。
Based on the theory of social identity, according to the characteristics of virtual community and related literature, this paper puts forward the theoretical framework of the influencing factors of virtual community identity. 404 college students as subjects, using the structural equation of the theoretical model hypothesis verification. The results show that the characteristics of the website have a positive impact on the users’ participation. The characteristics of the virtual community website and the participation needs must influence the virtual community feeling through the participatory behavior. That is, the participation behavior of the virtual community is the identity of the website and the participation needs of the virtual community The complete mediator that has an impact.