在线社区开放性对消费者信息分享行为的影响机理研究——基于社会影响的视角

过往文献研究了在线社区信息分享的效应，并从信息分享者的动机、对象和渠道研究了信息分享行为和内容的前因，但截至目前还没有研究探讨在线社区开放性的影响作用。在线社区开发性指的是消费者在虚拟网络空间中可以自由讨论与品牌或与其工具性利益相关主题的能力。本课题从整个在线社区或信息传播过程的角度区分开放性，运用大数据挖掘分析方法、实验方法、问卷方法，从信息传播的模式框架出发，基于社会影响视角，探讨在线社区开放性对消费者信息分享行为和内容的影响。着重实现如下三个目标：（1）利用大数据挖掘，统计分析不同开放性条件下在线社区消费者信息分享行为和内容的差异性。并从社会影响的视角分析开放性对信息传播热度的影响。（2）揭示在线社区开放性对信息分享意愿和内容的影响机理。探讨信息传播过程中在线社区开放性对消费者自我认同、社会认同的作用，进而影响消费者信息分享行为和内容的机理（3）提出针对企业、政府在线社区建设的建议。

Previous research have studied the effect of information sharing of online community and the antecedent of information sharing behavior and content from motivation, object and channel of information sharer. However, the effect of openness of online community is unsolved until now. Online community openness, defined as the ability for consumers to discuss in this space topics that concerning the brand and its instrumental value, could be classified by the whole online community or information communication process. This project studies the effect of online community openness on information sharing behavior and content based on social influence perspective and from information communication process, employing big data mining, experiment and survey method, to achieve three objectives: (1) Statistically analyze the comparison of consumer information sharing behavior and content under different online community openness context and study the effect of online community openness on the information communication performance from social influence perspective, using big data mining method. (2) Explore the mechanism of the effect of online community openness on information sharing behavior and content, discuss the effect of online community openness on self-identity and social identity from information communication process and further on information sharing behavior and content. (3) Put up the suggestions for construction of online community aiming to enterprise and government.