虚拟社区与成员心理联结机制的实证研究:基于认同与纽带视角  

An Empirical Research on the Connected Mechanism Model between Members in Virtual Community: Based on the Perspective of Identity and Bonding

作　　者：楼天阳[1] 陆雄文[2] 

机构地区：[1]浙江工商大学市场营销系 [2]复旦大学管理学院

出　　处：《南开管理评论》2011年第2期14-25,共12页Nankai Business Review

基　　金：国家自然科学基金重点项目(70832001);浙江省属高校人文社会科学重点研究基地重点研究项目资助

摘　　要：对于虚拟社区成员与社区之间连接的关系纽带的本质与类型及其对网民参与行为的影响目前仍缺乏研究。本文基于社会认同理论和纽带理论的扩展与深化,揭示了网民参与虚拟社区的两种心理来源和心理依附机制。通过1028份问卷的实证调查,证明网民对虚拟身份的自我认同是社区认同的部分中介变量,社区成员通过纽带人际依恋和身份群组依恋共同构成与社区之间的心理联结系统,并且线下联系只有在社区内产生人际依恋时才会产生。文章也证明了社区类型对模型的调节作用,最后对该模型的理论贡献和管理应用意义进行了讨论。With the increasing commercial value, virtual com- munities （VC） has been the hotspot and focus in the extant re- search. However, there is paucity research that investigates the nature of the relationship bonding between member and com- munity, and how the relationship bonding type influences mem- ber＇s participation behavior. Based on broadening and deepen- ing of both the social identification theory and bonding theory, this article explains two psychological sources of netizen＇s par- ticipation behavior and the mechanism of people＇s attachment to VC. We survey more than 1000 members across two types of VC. Research findings show that： （1） self-identity and social identification co-existence in the psychological process of mem- ber＇s participation, and the netizen＇s social identification is partially mediated by self-identity; （2） a netizen＇s psychological at- tachment to VC consists two different affeetive ties of common identity defined people＇s attachment to the group as a whole and common bond described people＇s attachment to individual group members, and they have different antecedents which are social identification and self-identity respectively; （3）groupbased attachment and bond-based attachment have different effect on people＇s participation behavior intentions, member＇s contribution behavior is mainly impacted by the former, while member＇s off-line contact only results from the latter; （4） the community type moderates the consumer＇s reasons for participating. The theoretical and practical implications are discussed. In theory, this study develops the psychological process of virtual identity constructed and identification, demonstrates the connected mechanism from identification to attachment and the different impact on people＇s participation behavior of the inter- personal attachment and group attachment. In practice, different types of targeted communities needs designing different operating policies to manage member＇s identification and bonds, and

关 键 词：身份 自我认同 社会认同 群组依恋 人际依恋 

分 类 号：B849[哲学宗教—应用心理学]