Investigating virtual community participation and promotion from a social influence perspective

Li-ChunHsu; Kai-YuWang; Wen-HaiChih

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Investigating virtual community participation and promotion from a social influence perspective

机译：从社会影响力角度调查虚拟社区的参与和促进

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PurposenUnderstanding how to develop users word of mouth to promote a virtual community (VC) is an important issue in VC management. The purpose of this paper is to investigate the factors that lead to VC participation and promotion from a social influence perspective.nDesign/methodology/approachnThis research recruited 368 VC (i.e., Fashion Guide) members in Taiwan and used structural equation model to test research hypotheses.nFindingsnThe results showed that both shared vision and language positively influenced norm of reciprocity and social identity, respectively. Norm of reciprocity and social identity influenced VC participation intentions, and subsequently resulted in VC promotion intentions.nOriginality/valuenPrior studies neglect investigating the relationships between the three social influence processes (internalization, compliance and identification). This study contributes to the literature by proposing that internalization affects VC participation and promotion via compliance and identification.

机译：目的n了解如何发展用户的口口相传以促进虚拟社区（VC）是VC管理中的重要问题。本文的目的是从社会影响的角度研究导致VC参与和晋升的因素。n设计/方法/方法这项研究在台湾招募了368位VC（即时尚指南）成员，并使用结构方程模型来检验研究假设.nFindingsn结果表明，共同的愿景和语言分别对互惠和社会认同规范产生积极影响。互惠和社会认同的规范影响了VC的参与意图，并随后导致了VC的促进意图。原始性/价值n先前的研究忽视了对三个社会影响过程（内在化，顺从性和认同性）之间关系的调查。这项研究提出了内在化通过合规性和识别性影响VC参与和推广的方式，为文献做出了贡献。

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《Industrial management & data systems》 |2018年第6期|1229-1250|共22页
作者
Li-ChunHsu; Kai-YuWang; Wen-HaiChih;
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正文语种 eng
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关键词
Shared vision; Social identity; Norm of reciprocity; Shared language; Virtual community participation and promotion;

机译：共同的愿景;社会认同;互惠规范;共同的语言;虚拟社区的参与和促进;

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1. Influence Mechanisms That Leverage Participation Quality in a Professional Virtual Community: The Social-Relationship Perspective [J] . Shih Hung-Pin, Huang Echo Journal of global information management . 2015,第4期

机译：利用专业虚拟社区参与质量的影响机制：社会关系视角
2. Cultivating the sense of belonging and motivating user participation in virtual communities: A social capital perspective [J] . Ling Zhao, Yaobin Lu, Bin Wang, International Journal of Information Management . 2012,第6期

机译：培养归属感并激励用户参与虚拟社区：一种社会资本视角
3. A social influence model of consumer participation in network- and small-group-based virtual communities [J] . Utpal M. Dholakia, Richard P. Bagozzi, Lisa Klein Pearo International Journal of Research in Marketing . 2004,第3期

机译：消费者参与基于网络和小组的虚拟社区的社会影响模型
4. A social identity perspective on participation in virtual healthcare communities [C] . Na LIU, Hock Chuan CHAN International conference on information systems;ICIS 2011 . 2012

机译：参与虚拟医疗社区的社会身份观点
5. User participation intention and social influence in virtual communities. [D] . Zheng, YiMing. 2012

机译：虚拟社区中的用户参与意愿和社会影响力。
6. A qualitative study using traditional community assemblies to investigate community perspectives on informed consent and research participation in western Kenya [O] . Rachel Vreeman, Eunice Kamaara, Allan Kamanda, 2012

机译：使用传统社区集会进行定性研究以调查社区对肯尼亚西部知情同意和研究参与的看法
7. Proposal for a Council Decision concerning the Community position within the Association Council on the participation of Bulgaria in the Community programmes in the fields of health and social policy; Proposal for a Council Decision concerning the Community position within the Association Council on the participation of Estonia in the Community programme in the field of health promotion, information, education and training; Proposal for a Council Decision concerning the Community position within the Association Council on the participation of Hungary in the Community programmes in the fields of health and social policy; Proposal for a Council Decision concerning the Community position within the Association Council on the participation of Lithuania in the Community programmes in the fields of health and social policy; Proposal for a Council Decision concerning the Community position within the Association Council on the participation of Romania in the Community programmes in the fields of health and social policy (presented by the Commission). COM (98) 263 final, 6 May 1998 [O] . 1998

机译：关于理事会关于社区在保加利亚参与卫生和社会政策领域社区计划中的立场的决定的提案;关于理事会关于社区在爱沙尼亚参与健康促进，信息，教育和培训领域的社区计划中的地位的决定的提案;关于协会理事会中关于匈牙利参与卫生和社会政策领域共同体计划的社区立场的理事会决定的提案;关于立陶宛社区在卫生和社会政策领域的社区计划中的参与，关于社区在协会理事会中的立场的决定的提案;关于理事会关于社区在罗马尼亚参与卫生和社会政策领域的社区计划中的共同体立场的决定的提案（由委员会提出）。 COm（98）263 final，1998年5月6日

Investigating virtual community participation and promotion from a social influence perspective

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