虚拟社区期望差距与社群沉默行为的研究  

Research of Virtual Community Expectation Gap and User Silence Behavior

作　　者：谢晓旻[1] 徐硕 吴怡曼 XIE Xiaomin;XU Shuo;WU Yiman(College of Education for the Future,Beijing Normal University,Zhuhai 519000,China;Gathering Stars Digital Economics College for Haikou University of Economics,Haikou,571127,China;School of Languages and Cultures,University of Sheffield,Sheffield,S102TN,United Kindom)

机构地区：[1]北京师范大学未来教育学院,广东珠海519000 [2]海口经济学院聚星数字经济学院,海南海口571127 [3]谢菲尔德大学语言与文化学院,英国伦敦S102TN

出　　处：《中国软科学》2024年第S1期338-346,共9页China Soft Science

基　　金：国家自然科学基金项目“传统村镇景观破碎化响应机制及其景观基因修复研究”(42071195);教育部首批新文科研究与改革实践项目“基于科技与文化融合的旅游管理国家一流专业建设路径探索与实践”(教高厅2021050063);海南省高等学校科学研究项目“海南环岛旅游公路及驿站消费行为数字化运营体系创新研究”(Hnky2024-54);海南省高等学校教育教学改革研究项目“创新要素流动变革下现代产业学院建设的研究与实践”(Hnjg2024ZD-57)。

摘　　要：本研究聚焦于虚拟社区中的期望差距与社群沉默行为之间的关系,探讨不同类型的期望差距(功利、社交和成就期望差距)对社群成员沉默倾向的影响。基于社会心理学和心理契约理论,提出了以下假设并通过实证研究验证。研究结果显示:(1)功利期望差距、社交期望差距和成就期望差距均显著正向影响社群沉默,即当社群成员在虚拟社区中感受到的功能性、社交性或成就性需求与实际体验存在显著差距时,更容易导致沉默现象的产生;(2)心理契约违背在三种期望差距与社群沉默行为之间起到了显著的中介作用,表明期望差距会增加成员的心理契约违背感受,进而进一步加强社群沉默行为。这些发现为理解虚拟社区中成员沉默的形成机制提供了新视角,并揭示了在期望差距情境下心理契约管理的重要性。研究的理论意义在于丰富了虚拟社区中沉默行为的驱动因素,为社区运营方在减少社群沉默现象、提升成员参与度提供了启示。This study focuses on the relationship between expectation gaps and community silence in virtual communities,examining how different types of expectation gaps(utilitarian,social,and achievement)influence the tendency of community members to remain silent.Based on social psychology and psychological contract theory,several hypotheses were proposed and empirically tested.The findings indicate that:(1)utilitarian,social,and achievement expectation gaps all significantly and positively influence community silence,meaning that when there is a substantial gap between members’functional,social,or achievement-related expectations and their actual experiences in the virtual community,the likelihood of silence increases;(2)psychological contract breach serves as a significant mediator between the three types of expectation gaps and community silence,suggesting that these gaps intensify members’perceptions of psychological contract breach,which further strengthens their tendency toward silence.These findings offer a new perspective on the mechanisms underlying member silence in virtual communities and underscore the importance of psychological contract management in the context of expectation gaps.The theoretical significance of this study lies in enriching the understanding of the drivers behind silence behaviors in virtual communities and providing insights for community managers on reducing silence and enhancing member engagement.

关 键 词：期望差距 社群沉默行为 虚拟社区 心理契约违背 

分 类 号：C939[经济管理—管理学]