Building loyalty to online communities through bond and identity-based attachment to sub-groups
Building loyalty to online communities through bond and identity-based attachment to sub-groups
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通过对子群体的纽带和基于身份的依恋建立对在线社区的忠诚度
DOI：
10.1145/2531602.2531688
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发表时间：
2014
期刊：
影响因子：
--
通讯作者：
R. Kraut
中科院分区：
文献类型：
--
作者：
Y. Tausczik;Laura A. Dabbish;R. Kraut
研究人员和理论家提出，在一个较大的在线社区或网站中，对子群体的依恋感可以增加用户对网站的忠诚度。他们已经确定了两种类型的依恋，有不同的原因和后果。在基于纽带的依恋中，人们感受到与其他群体成员的联系，而在基于身份的依恋中，他们感受到与整个群体的联系。在两个实验中，我们证明了这些对子群体的依恋会增加对更大群体的忠诚。与子群体中的其他人交流，但不是简单地意识到他们会增加对更大群体的依恋。通过改变交流的结构，在两个人之间或与所有群体成员同时进行，实验表明，基于纽带和基于身份的依恋有不同的原因。但实验没有证据表明纽带和身份依恋会产生不同的结果。我们考虑了理论和方法上的原因，为什么基于纽带的依恋和基于身份的依恋的后果如此相似。
Researchers and theorists have proposed that feelings of attachment to subgroups within a larger online community or site can increase users' loyalty to the site. They have identified two types of attachment, with distinct causes and consequences. With bond-based attachment, people feel connections to other group members, while with identity-based attachment they feel connections to the group as a whole. In two experiments we show that these feelings of attachment to subgroups increase loyalty to the larger community. Communication with other people in a subgroup but not simple awareness of them increases attachment to the larger community. By varying how the communication is structured, between dyads or with all group members simultaneously, the experiments show that bond- and identity-based attachment have different causes. But the experiments show no evidence that bond and identity attachment have different consequences. We consider both theoretical and methodological reasons why the consequences of bond-based and identity-based attachment are so similar.