本文選題：群凝聚力　切入點(diǎn)：群活躍度　出處：《系統(tǒng)管理學(xué)報(bào)》2017年04期 　論文類型：期刊論文

【摘要】：隨著社交媒介的迅速發(fā)展,網(wǎng)絡(luò)社群平臺(tái)對(duì)組織和公眾客戶的重要性日益顯著,網(wǎng)絡(luò)社群的凝聚力和活躍度成為社群成功的重要標(biāo)志。然而,對(duì)于為什么一些網(wǎng)絡(luò)社群較另一些網(wǎng)絡(luò)社群更為成功,這方面的理論研究卻開(kāi)展不多�？紤]了群個(gè)體成員的認(rèn)知特征與群整體的行為特征,探討網(wǎng)絡(luò)社群運(yùn)營(yíng)商(群平臺(tái))如何提升其凝聚力與活躍度。一方面,從網(wǎng)絡(luò)社群中個(gè)體成員對(duì)平臺(tái)認(rèn)知的角度,采用實(shí)證研究方法,探究群平臺(tái)的品牌感知、安全保護(hù)感知和隱私保護(hù)感知是如何通過(guò)影響群平臺(tái)信任,從而提升群活躍度和群凝聚力;另一方面,個(gè)體認(rèn)知只是群體認(rèn)知的基礎(chǔ),無(wú)法完全代表群體層次上的特征,從群平臺(tái)整體行為特征的角度,采用實(shí)驗(yàn)研究方法,設(shè)計(jì)了兩類群平臺(tái)品牌、兩類群安全保護(hù)措施以及兩類群隱私保護(hù)措施共3組實(shí)驗(yàn),研究了3個(gè)不同變量環(huán)境下,群成員信任、群活躍度和群凝聚力的差異性。結(jié)果表明,網(wǎng)絡(luò)社群平臺(tái)的品牌感知、安全保護(hù)感知以及隱私保護(hù)感知,可以直接影響用戶對(duì)群平臺(tái)信任,從而影響網(wǎng)絡(luò)社群的凝聚力與活躍度。
[Abstract]:With the rapid development of social media, the importance of online community platform to organizations and public customers is becoming more and more significant. The cohesion and activity of online community become an important symbol of community success. There are few theoretical studies on why some online communities are more successful than others. The cognitive characteristics of individual group members and the behavior characteristics of the group as a whole are considered. This paper discusses how network community operators (group platforms) can enhance their cohesion and activity. On the one hand, from the perspective of individual members' cognition of platform, this paper uses empirical research method to explore brand perception of group platform. On the other hand, individual cognition is only the basis of group cognition, which can not fully represent the characteristics of group level. From the point of view of the whole behavior characteristics of the group platform, this paper designs three groups of experiments, including two groups of platform brands, two groups of security measures and two groups of privacy protection measures, using the experimental research method to study the environment of three different variables. The results show that the brand perception, security awareness and privacy protection perception of the network community platform can directly affect the users' trust in the group platform. Thus affect the cohesion and activity of the network community.
【作者單位】： 北京郵電大學(xué)經(jīng)濟(jì)管理學(xué)院;北京外國(guó)語(yǔ)大學(xué)國(guó)際商學(xué)院;上海外國(guó)語(yǔ)大學(xué)國(guó)際工商管理學(xué)院;
【基金】：國(guó)家自然科學(xué)基金資助項(xiàng)目(71471019,71201011,71301106,71271099,71573022) 教育部資助項(xiàng)目(13YJA790023,20120005120001) 北京外國(guó)語(yǔ)大學(xué)基本科研業(yè)務(wù)費(fèi)院系自主項(xiàng)目
【分類號(hào)】：C912.64;F273.2
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本文編號(hào)：1609779