Zhang Jiemei, Ma Yuejie, Lyu Bei
Business School, Henan University, Kaifeng, 475004, People's Republic of China.
School of Economics and Management, Huaibei Normal University, Huaibei, 235000, People's Republic of China.
Psychol Res Behav Manag. 2021 Sep 29;14:1509-1523. doi: 10.2147/PRBM.S331132. eCollection 2021.
Ubiquitous social media usage makes virtual communities important platforms for people to exchange knowledge and information. The long-term sustainable operation of the virtual community depends on the scale and activity of users in the virtual community. However, in existing virtual communities, the number of easily lost users far exceeds the number of loyal users with the high frequency of knowledge sharing, thus there is a community management need to improve the frequency of knowledge sharing and user loyalty.
Based on the social capital theory and social exchange theory, this paper constructs a model of the influence of knowledge sharing on the loyalty and satisfaction of users in a virtual community and undertakes an empirical analysis based on survey data from 533 members of virtual communities.
The results showed that trust, reciprocity, and reputation positively affected the quantity and quality of knowledge sharing, while social connectedness only positively affected the quantity of knowledge sharing; the quantity and quality of knowledge sharing positively affected community loyalty and community satisfaction.
This study takes the knowledge sharing of virtual community users as a new starting point to cultivate loyal consumers. It has important theoretical and practical value to improve the satisfaction of community users, cultivate loyal community users, and promote the knowledge sharing of members.
社交媒体的广泛使用使虚拟社区成为人们交流知识和信息的重要平台。虚拟社区的长期可持续运营取决于虚拟社区中用户的规模和活跃度。然而，在现有的虚拟社区中，容易流失的用户数量远远超过了知识分享频率高的忠诚用户数量，因此存在社区管理需要提高知识分享频率和用户忠诚度的问题。
基于社会资本理论和社会交换理论，本文构建了虚拟社区中知识分享对用户忠诚度和满意度影响的模型，并基于对533名虚拟社区成员的调查数据进行了实证分析。
结果表明，信任、互惠和声誉对知识分享的数量和质量有正向影响，而社会联系仅对知识分享的数量有正向影响；知识分享的数量和质量对社区忠诚度和社区满意度有正向影响。
本研究以虚拟社区用户的知识分享为新的切入点来培养忠诚消费者。对于提高社区用户满意度、培养忠诚的社区用户以及促进成员的知识分享具有重要的理论和实践价值。
