【摘要】：當(dāng)下,網(wǎng)絡(luò)信息技術(shù)發(fā)展日新月異,互聯(lián)網(wǎng)全面融入到人們的社會(huì)生活之中,微信、微博、QQ群等社交媒體成為人們交流的重要手段,人們組成虛擬社群活躍在網(wǎng)絡(luò)空間,網(wǎng)絡(luò)新媒體日益崛起,企業(yè)、媒體的運(yùn)營(yíng)環(huán)境也都在發(fā)生變化。虛擬社群從成員聚集到信息互動(dòng),從內(nèi)容分享到價(jià)值觀(guān)認(rèn)同,從互惠互利到信任維系,通過(guò)社群的運(yùn)營(yíng)將社群成員的社會(huì)資本轉(zhuǎn)化為社群績(jī)效,進(jìn)而達(dá)到商業(yè)化變現(xiàn),實(shí)現(xiàn)虛擬社群價(jià)值。然而虛擬社群發(fā)展紅紅火火,但真正能夠通過(guò)內(nèi)容創(chuàng)業(yè)實(shí)現(xiàn)商業(yè)變現(xiàn)的社群非常有限。如何科學(xué)地評(píng)價(jià)虛擬社群的績(jī)效,為虛擬社群的發(fā)展建言獻(xiàn)策,是每一個(gè)虛擬社群運(yùn)營(yíng)者普遍關(guān)注的問(wèn)題。本研究運(yùn)用社會(huì)資本理論,將問(wèn)卷調(diào)查和深度訪(fǎng)談兩種研究方法相結(jié)合,通過(guò)定量和定性分析,研究成員的社會(huì)資本投入對(duì)虛擬社群績(jī)效產(chǎn)生哪些影響,從理論和現(xiàn)實(shí)角度對(duì)虛擬社群的發(fā)展提供建議。研究發(fā)現(xiàn),情感交流是成員線(xiàn)上交流的重要原因,成員社會(huì)資本投入正向影響虛擬社群績(jī)效,成員身份和加入社群時(shí)間對(duì)成員社會(huì)資本和社群績(jī)效有顯著影響關(guān)系,因此,作為虛擬社群的管理者,要推進(jìn)虛擬社群準(zhǔn)入制,控制社群規(guī)模質(zhì)量,促進(jìn)成員社會(huì)資本投入;組織線(xiàn)上線(xiàn)下活動(dòng),打造社群經(jīng)營(yíng)矩陣,實(shí)現(xiàn)社群經(jīng)濟(jì)。
[Abstract]:At present, with the rapid development of network information technology, the Internet is fully integrated into people's social life. Social media such as WeChat, Weibo, QQgroup have become important means for people to communicate, and people form virtual communities to be active in cyberspace. The network new media rises day by day, the enterprise, the media operation environment also is taking place the change. Virtual community from members gathering to information interaction, from content sharing to value identity, from mutual benefit to trust maintenance, through the operation of the community to transform the social capital of community members into community performance, and then achieve commercial realization. Realize the value of virtual community. However, the development of virtual community is booming, but there are very few communities that can realize business realization through content entrepreneurship. How to evaluate the performance of virtual community scientifically and give advice for the development of virtual community is a common concern of every virtual community operator. Based on the theory of social capital, this study combines questionnaire survey and in-depth interview to study the impact of social capital input on the performance of virtual community by quantitative and qualitative analysis. From the theoretical and practical point of view, the development of the virtual community to provide advice. It is found that affective communication is an important reason for online communication among members. The social capital investment of members positively affects the performance of virtual community, and membership and time of joining a community have significant effects on social capital and community performance. As the managers of the virtual community, we should promote the access system of the virtual community, control the quality of the community scale, promote the social capital investment of the members, organize the online and offline activities, create the community management matrix and realize the community economy.
【學(xué)位授予單位】：河南財(cái)經(jīng)政法大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類(lèi)號(hào)】：G206

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